Consumers’ Influence in Online Social Networks Regarding Recycling Habits

The rapid growth and use of the online social networks have generated an increasing interest in different research areas, while a series of studies have shown the importance of the consumers’ influence in these networks on other users’ decisions and attitudes. In this context, the current research focuses on the recycling habits’ influences that might be exerted on the online social networks. As a starting point, based on the current researches, a questionnaire has been created and validated. During the validation process, the questionnaire has passed the unidimensionality, feasibility, convergent, and similarity validity. Three hundred seventeen respondents have taken part in this study. The questions have tried to extract the respondents’ attitude toward recycling and the online media exposure in relation to the recycling habits. Most of the questions have been evaluated using a 5-point Likert scale. Among the results, the potential frequency for the recycling process based on the users’ activity in online social networks has been determined. Knowing this frequency and the type of online social networks interactions related to the recycling habits, the interested organizations can conduct a series of campaigns in online environments in order to reduce the duration needed for a full adoption rate of the recycling attitude.