The Effect of Internet Searches on Afforestation: The Case of a Green Search Engine
Palos-Sánchez, Pedro R (1)
Ramón Saura, Jose
Tipo de Ítem:Articulo Revista Indexada
Ecosia is an Internet search engine that plants trees with the income obtained from advertising. This study explored the factors that affect the adoption of Ecosia.org from the perspective of technology adoption and trust. This was done by using the Unified Theory of Acceptance and Use of Technology (UTAUT2) and then analyzing the results with PLS-SEM (Partial Least Squares-Structural Equation Modeling). Subsequently, a survey was conducted with a structured questionnaire on search engines, which yielded the following results: (1) the idea of a company helping to mitigate the effects of climate change by planting trees is well received by Internet users. However, few people accept the idea of changing their habits from using traditional search engines; (2) Ecosia is a search engine believed to have higher compatibility rates, and needing less hardware resources, and (3) ecological marketing is an appropriate and future strategy that can increase the intention to use a technological product. Based on the results obtained, this study shows that a search engine or other service provided by the Internet, which can be audited (visits, searches, files, etc.), can also contribute to curb the effects of deforestation and climate change. In addition, companies, and especially technological start-ups, are advised to take into account that users feel better using these tools. Finally, this study urges foundations and non-governmental organizations to fight against the effects of deforestation by supporting these initiatives. The study also urges companies to support technological services, and follow the behavior of Ecosia.org in order to positively influence user satisfaction by using ecological marketing strategies.
Este ítem aparece en la(s) siguiente(s) colección(es)
Mostrando ítems relacionados por Título, autor o materia.
Saura, José Ramón; Palos-Sánchez, Pedro R; Cerdá Suárez, Luis Manuel (1) (Future Internet, 12/2017)In the practice of Digital Marketing (DM), Web Analytics (WA) and Key Performance Indicators (KPIs) can and should play an important role in marketing strategy formulation. It is the aim of this article to survey the various ...
Attitudes Expressed in Online Comments about Environmental Factors in the Tourism Sector: An Exploratory Study Saura, Jose Ramon; Palos-Sánchez, Pedro R (1); Rios Martin, Miguel Angel (International Journal of Environmental Research and Public Health, 03/2018)The object of this exploratory study is to identify the positive, neutral and negative environment factors that affect users who visit Spanish hotels in order to help the hotel managers decide how to improve the quality ...
The Influence of Social Networks on the Development of Recruitment Actions that Favor User Interface Design and Conversions in Mobile Applications Powered by Linked Data Palos-Sánchez, Pedro R (1); Saura, José Ramón; Debasa, Felipe (Mobile Information Systems, 2018)This study analyzes the most important influence factors in the literature, which have the greatest influence on the conversions obtained in a mobile application powered by linked data. With the study of user interface ...