The Role of Social Media in Sustainable Consumption: A Class-wise Analysis

Abstract

Public opinion must change if green consumerism is to be promoted and making this change will be easier with an understanding of society's movement toward green consumption. Businesses can benefit from this adjustment and make their processes and products more sustainable and eliminate any kind of waste. This study uses sentiment analysis to determine social media’s contribution to the promotion of sustainability. It intends to quantify public attitudes toward green consumption and identify significant points of attitude shift by applying text mining and deep learning algorithms on structural and semi-structured data from YouTube. Long Short-Term Memory, Support Vector Machines and Random Forest algorithms were used in this study. In addition, class-wise performance was measured. The keywords related to ecofriendly consumption were selected and then a class-wise performance analysis was performed related to each word structure. Encouraging sustainability and sustainable consumption by businesses can be very beneficial for them. In this way, companies will be able to strengthen both their own and their country's resilience with a sustainable economy