The dark side of companies’ digital transformation: the carbon footprint of online activities

Purpose We aim to explore the negative side of the digital transformation of firms by focusing on the carbon footprint of consumers’ everyday behaviours online. Design/methodology/approach A multi-method approach was employed. We collected data from interviews with experts, a netnographic study of online users and in-depth interviews with sustainability-minded consumers before and after an intervention. Data were analysed by employing sequence analysis. Findings Findings suggest that even among sustainability-minded individuals, knowledge of the carbon footprint of online activities is very low. Upon being educated about it, however, consumers responded in a few different ways, which are showcased here. Originality/value We know very little about the social practices and consumer behaviour that influences the environmental outcome of digital actions. To the best of the author’s knowledge, this study is among the first to explore the mechanisms that affect consumer behaviour online and the role sustainability plays in shaping it.