Broadband and network environmentalism: the case of One Million Acts of Green

Abstract

Global focus on reaching emission reduction targets has shed light on the significance of household contributions to greenhouse gas (GHG) emissions. At the consumer level, going green has become a popular trend aimed at curbing environmental impact and living in more sustainable ways. This paper explores the ways in which individuals are addressing these realities and adopting new lifestyle choices through broadband-enabled social networking initiatives. Presenting a case study of current practices to support sustainability using broadband networks, this paper demonstrates that an understanding of motivations, barriers to participation, and other factors determine the success of environmental campaigns. Copyright 2010 Jeff Biggar and Catherine Middleton. No part of this article may be reproduced by any means without the written consent of the publisher.