Using Google trends data to assess public understanding on the environmental risks

Abstract

ABSTRACTThis study proposes a method to assess the public understanding toward themes related to environment, biodiversity conservation and fishery. Since the Internet traffic is seen as the proxy of the public interest, this article analyzes the related Google Trends data to explore the cognitive map of the public. Patterning changes in the search volume (synchronous increase and decrease) were detected by using the association analysis. Weekly search volumes of the United States for the last 5 years have been gathered and were converted into values ranging between –1 and 1, indicating the gradual level of increase/decrease by the time. Apriori algorithm was used to determine the associations between search volumes of the keywords. As a consequence, several patterns were detected with a significant support indicating synchronous increases/decreases of the volumes. Upon the development of cognitive maps based on the detected patterns, it is found that the terms “Environment” and “Pollution” were the most significant and central terms. The search volume of the terms such as “Conservation,” “Ecology,” “Climate change,” “Invasive species” and “Endangered Species” increases as the search increases in the central terms. Therefore, these terms can be seen as the drivers/triggers of the Google search for some central words. It is apparent that the public has awareness of the central terms and further interest should be provoked and fostered on the environment-related concepts.