Using Social Media to Target Customers for Green Technology Use

In: International journal of virtual communities and social networking: IJVCSN ; an official publication of the Information Resources Management Association, Band 10, Heft 2, S. 41-61

Abstract

Global warming is now a real threat to life on earth, and more research in information systems are needed to increase the use of green technology (GT) to contribute to sustaining the environment. The aim of this quantitative study was to investigate how social media (SM) can be used to target customers for increased GT use. Surveys from 99 respondents who used SM and wanted GT within the United States were studied. The study's integrated sustainability framework revealed that firms should be innovative, extend green culture to customers, include green practices in business processes, and increase green market share. Surveys were collected from people in public and online. Microsoft Excel and SPSS were used for statistical analysis. Analysis showed customers who used less than four social media accounts, want insurance deals annually, use affordable GT monthly, and use pricy GT monthly are the best customers to target for GT use. This study could contribute to positive social change by providing knowledge of the best customers to target for more GT use to combat global warming.