International Journal of Business and Economics Volume 21, No. 1 June, 2022

Using Social Media to Stimulate the Adoption of Green Energy

Karen A. Loveland

College of Business, Texas A&M University-Corpus Christi, USA.

Katherine Taken Smith

College of Business, Texas A&M University-Corpus Christi, USA.

Lawrence Murphy Smith

College of Business, Texas A&M University-Corpus Christi, USA.

Abstract

Social media can be used to influence perceptions of green products and motivate the adoption of green energy. A key motivator for choosing green energy is concern for the environment. Social media is an effective means of communicating with consumers and stakeholders regarding the benefits of green energy in society. This study empirically examines social media usage in the green energy industry, identifies the most commonly used platforms, and analyzes social media usage according to the sector and financial situation of the company. Findings show there are four social media platforms used by 73 percent or more of green energy firms, with LinkedIn being the most popular. Social media usage was found to vary by sector. Findings can assist managers and marketers of green energy firms make informed decisions regarding their use of social media. Findings will be of interest to academic researchers and policy makers regarding green energy firms.

Keywords：Green Energy, Green Consumption, Social Media, Social Media Marketing, Green Marketing.

JEL Classifications：M3, M4, N7, Q4, Q5.

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