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Open Access Publications from the University of California

Electronic Green Journal

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Online Environmental Citizenship: Blogs, Green Marketing and consumer sentiment in the 21st Century


Consumers’ environmental consciousness is widespread with public acceptance of the global environmental crisis causing shifts in the debates within the environmental movement. The last three decades have seen consumers’ environmental consciousness grow as the environment has become a mainstream issue encouraging individual, government and company rethinking. Our longitudinal, empirical research findings are innovative and contribute by exploring global green blog sites using a content analysis, qualitative research technique Leximancer, which is an ideal analysis method that captures the essence of large volumes of textual data to draw significance. This snapshot monitored public opinion and found important concepts discussed over two, four month periods including energy, company, action, products, climate change, emissions, business, carbon, electric cars, organic and plastic. Our results revealed bloggers believe themselves to be influential and instrumental in creating change through environmental citizenship actions by creating an opportunity to disseminate environmental knowledge and attitude that exists between green bloggers and non-green bloggers.

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