Using Web 2.0 and Social Media Technologies to Foster Proenvironmental Action

Research from a variety of disciplines suggests that online technologies (i.e., Web 2.0 and social media) have considerable potential for spurring proenvironmental action; however, relatively little work examines how to effectively capitalize on these communication and organization tools. This review paper describes the Technologies for Proenvironmental Action Model (TPAM), a conceptual framework that explicates how different functions of Web 2.0 and social media (i.e., informational, relational, and experiential) can generate and/or facilitate personal, social, and contextual pathways to environmentally responsible behaviors. As derived from the TPAM, the likelihood of achieving practical goals of increasing proenvironmental behaviors is enhanced when technological functions are matched to the different pathways to proenvironmental action. For example, the relational function of technologies, as exemplified by Social Networking Sites (SNSs), should be particularly effective in communicating social norms supportive of environmentally responsible behaviors. The TPAM is intended as a guide to develop novel approaches, research questions, and methodologies in leveraging Web 2.0 and social media technologies to promote proenvironmental action. Results will contribute to basic theory development and work in applied settings (e.g., local environmental organizations) in order to effectively communicate and organize with different segments of the population to increase sustainable behaviors.