Role of social media in promotion of green school initiatives by government green schools in India

Abstract

This paper studies the role of social media in India's Green School Initiative with special reference to Green schools of Gujarat under Sarva Shiksha Abhiyan (SSA) project conceptualized and executed by the Government of Gujarat. By using a socio psychological framework researchers have tried to explore the role of social media in facilitating the Go green campaign, creating awareness and promoting sustainable education during the Green Schools Initiative in Gujarat. This study is based on in‐depth interviews of 35 Green school Principals of who were proactively involved and observed the processes of conceptualization and implementation of social media strategies of government green schools. This research explores the role of different social media platforms like Facebook, Twitter, YouTube, Email, Text messaging etc. during the Green Schools Initiative in Gujarat. Little research on the role of social media in promoting the Green schools’ concept has addressed school owners, sustainability, and green school practices. Policies requiring green infrastructure and sustainable practices are gaining popularity quickly and becoming more common. However, we know little about how different social media platforms have enabled Green schools to inform people and mark their social presence. Environmental awareness is the need of the hour.