Investigating the Capabilities of Social Media Analytics for Understanding the Consumers' Perception of Environmental Sustainability

Climate change is one of the major threats now faced by humans, its consequences are quite disasters. In recent years the large companies have been required to follow the EU (European Union) regulations related to sustainability and this has resulted in seeing backlash from the consumers. This study investigates the capabilities of social media Analytics in understanding customers' perspectives related to sustainability. This paper includes a literature review to understand the relationship between consumer behaviour, social media, and sustainability. This further investigated and explained this relationship using real-time data, which is then analysed using data analytics skills. Moreover, findings were able to reveal that positive sentiments over the years have increased for consumers related to sustainability. Awareness related to its practice also has increased a lot compared to previous years and social media has played a vital role in this. This research further demonstrated how the use of social media analytics as a tool to improve the consumer perception of sustainable practice. Followed by some practical examples of using this power tool for benefit of our topic.