How blockchain-based companies can raise awareness of the climate crisis : the case of Single.Earth

Abstract

Blockchain technology has yet to be widely adopted by commercial companies worldwide. However, it stands out with its features of securely storing and verifying digital transactions. Therefore, as in many sectors, it is also being integrated into business models aiming at nature preservation. In this regard, the purpose of this study is to evaluate blockchain-based companies' use of social media to raise awareness about the climate crisis. This study was designed using the qualitative case study approach. For this purpose, 295 Twitter (now marketed as X) content of Single Earth, a blockchain-based company aiming to fight against climate change and to preserve nature, were analysed between 2022-3. Data were analysed using MAXQDA and Microsoft Excel. Analysis of Twitter content reveals the company's strong emphasis on promoting knowledge on climate and adopting green technology solutions. This study contributes to a better understanding of blockchain-based companies' use of social media in combating the climate crisis.