Computer-Mediated Social Networks and Environmental Behavior

Research on environmental behavior highlights the role of information systems in the information acquisition and attitude formation process. Computer-mediated social networks (CMSNs) are forms of social structures that support social activity through computer-mediated communication and interactions. CMSNs can have an influential effect on social norms surrounding various issues, including environmental behavior. Further, CMSNs create a unique multi-nodal social environment within which individual behavior is virtually impacted, and eventually, physically modified. Extant research has not considered the social interactions that occur within a CMSN and how such interaction might further facilitate the adoption of environmental behaviors. This research aims to explore the influential role that CMSNs have on individuals through examination of specific attributes of a CMSN. More specifically, we examine CMSN Influencer, the message-giver within the CMSN, and CMSN Intensity, the user’s engagement in and usage of the CMSN.