To get a piece of the green IT action, you must prove the value of your solution compared to the alternatives - and that, increasingly, means taking regional biases into account. By Doug Washburn

IT end users and IT vendors both fight for budget. To help secure green IT investment dollars, it behooves IT end users and vendors alike to understand what will motivate their audience who holds the purse strings.

And according to new research, geography can influence investment decisions. For example, a recent study by Forrester Research finds that U.S. firms are primarily inclined to pursue green IT for cost-cutting measures, whereas improving brand image is paramount for Europeans.

Attitudes vary from country to country as well, another study shows. India seems to be leading the way here, with IT managers reporting a greater willingness to pay a bit extra for greener IT products compared to the rest of the world. The likely reason? An exploding tech sector that relies on a somewhat shaky power infrastructure. (And if you think these issues don't carry weight in first-world markets, consider the spiking price of oil this summer.)

Whether you're a vendor aiming to make a sale or a manager trying to sell your boss on a green IT overhaul, tailor your case to include the benefits that will most resonate with your audience – from improving brand image to aligning to a corporate green initiative to reducing cost.

The concept of targeting your pitch to a particular audience is, of course, nothing new. But research into the green IT market is, relatively speaking. The more we learn about why enterprise decisionmakers are turning to greener alternatives - or not - the stronger our "business case" will be. And that means cleaner, leaner computing for everyone.

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Doug Washburn is a senior advisor at Forrester Research, where he advises clients on sustainable business and green IT practices and the role of technology in business. He also hosts SLM's Greener IT Update e-newsletter.