Economics Push Green Technology Technology companies are responding to calls to lessen their environmental impact. In a recent study released from PricewaterhouseCoopers (PwC), 40% of technology executives said that "significant market opportunities" are arising from the green movement as consumers ask for more environmentally friendly products. The study, entitled "Technology Executive Connections: Going Green: Sustainable Growth Strategies," further adds that 60% of surveyed business leaders think energy savings is one of the most important factors in their assessment of their companies' environmental impact. Technology companies are looking at their supply chains for greener practices as well. Likewise, tech companies are working to minimize their own internal environmental risks. Both hardware and software tech companies are effected by the green movement. Hardware companies are working to reduce waste, use recycled materials and eliminate hazardous materials. Software companies are creating programs for businesses to reduce their energy use and shrink their carbon footprints.