This qualitative investigation explored the diffusion of eco-innovations within the U.S. data center industry from 2007 to 2015 whose adoption was intended to decouple digital economy growth from environmental impact. Using diffusion of innovation theory to inform the study, and synthesizing subject matter expert input from a Delphi panel comprised of data center opinion-leaders, factors influencing data center decision-makers to consider eco-innovations as strategic imperatives in 2007 were examined. An expanded and more inclusive application of DOI theory was employed focusing on eco-effect as a measure of diffusion rather than the number of units adopted. Factors influencing decision-maker interest in energy efficiency in 2007 were contrasted against changes in those factors driving a perceived loss of interest in 2013. In 2007, the most influential barrier to the adoption of data center eco-innovations was benefit uncertainty and a feared risk to ongoing operations. The introduction of a measure of eco-effect (PUE) provided outcome visibility. Case studies communicated through the data center professional association social system delivered by industry opinion-leaders citing measurable benefits reduced decision-maker uncertainty and data center eco-innovation adoption increased. In 2013, the factor most responsible for reduced data center eco-innovation adoption was diminished relative advantage. Only the most expensive and complicated eco-innovations remained with a higher risk to operations. The cost had increased and exceeded the benefit (the relative advantage had diminished). However, the observation of reduced interest may not be real. A growing interest in IT energy efficiency was revealed but under-reported. Continued decreases in environmental impact associated with digital economy growth may be realized with increased energy efficiency in the data center IT equipment space. Accelerated adoption of IT eco-innovations may be achieved using the same means and methods employed in the data center infrastructure space. Future research on the measurement of IT eco-innovation eco-effect mirroring PUE is recommended to provide IT energy efficiency outcome visibility. Armed with an industry accepted measure of IT eco-effect, case studies may be published and promoted by opinion-leadership through the IT professional association social system documenting proven ways to reduce energy consumption supporting decisions to adopt IT eco-innovations. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]