Date of Conferral
Sheryl A. Kristensen
Global warming has become a major threat to life, yet very little information systems
research has been conducted to help sustain the environment and many people do not
understand how social media can be used to combat global warming and climate change
to save the earth. The purpose of this single qualitative case study was to explore whether
social media can be used to increase the use of green technology, thereby reducing the
cost of environmental sustainment. According to the integrated sustainability framework,
which served as the conceptual framework for the study, firms should include green
practices in their business processes, extend green culture to their customers, be
innovative, and increase their green market share for the environment to be sustained.
Twelve green energy professionals working in the United States were recruited from
LinkedIn to participate in the study. Data were collected using structured telephone
interviews, and data were analyzed using Stake's data analysis process and member
checking. Key themes regarding the use of social media to increase the use of green
technology included awareness, education, and reach. Key themes regarding the benefits
of green technology outweighing the cost included cleaner, cheaper, and more profitable.
This study shows that social media can be used to reach millions of people to educate and
keep them aware of the benefits of various green technologies that can be used to live a
green-friendly lifestyle towards sustaining the environment, people, and firms. The
results of this study may encourage humans to use social media to increase the use of
green technology to combat the threat of global warming and climate change.