A content analysis of green information on three major online search engines.

Abstract

In a world where information is critical to decision making, the search for information has been made easier by the ease of access to online platforms such as articles, reviews, statistics, videos, images and even social media. A growing trend and concern is green behaviour which has emerged from concerns about the sustainability and condition of the environment. A study of the content of available online information related to how consumers can be greener would be beneficial to marketers and businesses in the process of developing their strategies to address the needs of the green consumer. The objectives of this study were to determine the extent and content of the environmental information available online which is targeted at consumers and to identify who is providing the environmental information. The content of each website listed from the search engines was evaluated against criteria from a structured research questionnaire. The study was conducted in the form of a content analysis of three major search engines which were Google, Yahoo and Bing. The study found that recycling, reducing, green products and energy efficiency were the most prevelant solutions on the environmental information sites. Profit-orientated companies and educational institutions are the major providers of environmental information available online as they collectively contributed about 70% of the information available online. Businesses should align their products in such a way that they offer solutions to environmental challenges. This should further be translated and be visible in their product labels and websites. Green marketers should consider uploading environmental information which appeals to a child audience.