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Environmental campaigns in Ireland can be divided into pre- and post-affluence phases of multinational-led economic development in Ireland between 1958 and 2002. I construct an ‘issue history’ (Szasz, 1994) that locates the GSE case within the context of a series of community challenges to toxic industries during that period. These cases are relevant to an understanding of environmental movement activity in the decades before GSE's own campaign, before the onset of economic growth, or in the post-boom years when issues such as landfilling and incineration were the subjects of disputes across Ireland. I examine some earlier cases that have parallels with GSE's case in terms of their primary focus on toxicity and health risks, but I also look at the emergence of landfill and municipal incineration disputes since the mid-1990s that can be traced to the explosion of waste as a by-product of Irish society's fixation with consumerism.

The purpose of this paper is to investigate the uses and gratifications (U&G) theory for evaluating social media usage in higher education. The paper reports on a social media awareness campaign which was designed and implemented in a higher education context as extra-curricular content.

A case study research approach was used and the theoretical model was adopted in a South African higher education institution where a social media campaign was conducted to improve environmental awareness. The activities of the environmental awareness campaign were conducted using popular social media such as Facebook and YouTube. The U&G theory was used to evaluate social media usage before and after the campaign. Three gratifications (or factors) of the U&G were used, namely coordination, immediate access and social presence.

The findings revealed an increase in environmental knowledge during the campaign and a positive correlation was found between activity on the social media campaign and environmental knowledge. However, the ratings for the U&G gratifications were lower in the post-test evaluation than in the pre-test evaluation for all three factors. This low rating could indicate that the use of social media for these gratifications and the acceptance of social media used for extra-curricular educational purposes are low. Through qualitative feedback three other factors that influenced the usage and acceptance of the campaign social media were identified, namely: time, attitude and a fast internet connection.

One limitation of the study was the relatively small sample size of 72 students in one higher education institution.

The findings of the study still provide deeper insight into students’ usage of social media for extra-curricular education and the theoretical model can be used in other studies on social media usage.

Whilst several studies have investigated social media use for learning, there is limited research which explores the usage and acceptance of social media for extra-curricular knowledge.

Recognising the growing importance of environmental and sustainable activities and the role of communication strategies in soliciting their financing, this work investigates the influence of message framing, green emphasis and quantitative information on the probability of green crowdfunding campaigns' success.

This analysis is based on crowdfunding campaigns published between 2015 and 2020 on the Indiegogo platform in the category “Community projects – Environment”. The study develops an in-depth qualitative content analysis of the projects before performing an empirical examination to determine funding causes.

Communication strategies (message framing, green emphasis and quantitative goals) affect funding success. However, project category moderates the impact of message framing and green emphasis on campaign success. While positive framing increases agri-food campaign success, negative framing is more effective for clean energy and climate preservation projects. Moreover, indication of a quantitative goal and a marked green emphasis in a project's presentation increase campaign success, but a too marked green emphasis is only effective for agri-food projects.

Green entrepreneurs and campaign managers must work carefully on their projects' communication, accounting for the type of product proposed, emphasising green components in its description and utilising quantitative information to present future goals. These strategies maximise backers' responses and enable entrepreneurs to obtain funding. The authors’ findings may be extended to other contexts, including the banking sector, to craft effective communication strategies for green financial products.

By applying framing theory in a new context (i.e. the online financing of green entrepreneurs), this study identifies new campaign success determinants and provides evidence for the moderating role of project category. Furthermore, the study highlights the need to develop different communication strategies for social and environmental-oriented projects.

This chapter will establish the two main strands of the study's theoretical framework. These strands represent the internal and external resources in the GSE case. The resource mobilisation (RM) strand refers to the internal resources of GSE, while the political opportunity structure (POS) refers to external resources. By referring to the literature on social movements particularly that which dwells on RM and the exploitation of political opportunities, the study will provide an understanding of collective action. This study investigates the campaign of an environmental movement that challenged the waste policy of the state, on the issue of incineration. As the state changed waste policy, the Galway campaign mobilised internal resources and exploited external political opportunities. The shifting nature of this opportunity structure may affect the patterns of internal mobilisation, utilisation of resources and types of networks a movement implements. Government responses to such challenges may also influence the patterns of collective action, as movements attempt to exploit the opportunities of the wider political environment.

This chapter explores the characteristics of emerging environmental movement organizations in China, and more specifically the role of guanxi – or personal networks – in Chinese environmental activism. While organizational networks of environmental NGOs are still weak in Chinese environmental activism, personal networks of environmental activists are instrumental in building the first sprouts of a green civil society. We explore this via an in-depth case study of relatively successful environmental activism to halt the construction of a number of hydro-electric projects on the Nu River. The case study illustrates that in China, more so than in western countries, informal personal networks, rather than formal organizational networks, play a crucial role in the organization and success of contemporary environmental campaigns. This is partly explained by the immature environmental movement, and partly by the specifics of Chinese social networks.

The first phase of Irish environmental campaigns had exploited the NIMBYist concerns of local communities in a manner that superseded the economic rewards of toxic multinationals promoted by the state. GSE's campaign extended that NIMBY frame by networking with other community groups concerned about the state's approach to waste management in the second phase of Irish environmental campaigning, which was concerned with the post-boom waste crisis and infrastructural sitings.

To better understand the key issues surrounding Global Ecopolitics, it may be beneficial to examine the background to the environmental movement over time. The environmental movement is perhaps the most significant contemporary global movement to have emerged in recent decades. The relationship between humankind and nature has been the subject of much debate and enquiry over time. The environmental movement had its cultural origins in literary accounts of humanity's relationship with nature, beginning from the romantic poets such as William Blake, John Keats, Percy Bysshe Shelley, and Lord Byron, whose works were concerned with the reconciliation of man and nature. This aesthetic could also be found in subsequent transcendentalist American literature, such as Henry David Thoreau's Walden, published in 1854 (Shabecoff, 2003, pp. 37–71). The transcendentalists were interested in the spiritual connections that connected humankind and nature with God and could be seen as the forefathers of deep green ecologists. Charles Darwin's Origin of the Species was published in 1859, creating further interest in the understanding of nature. George Perkins Marsh wrote of the destructive impact of agriculture in his book Man and Nature in 1864. President Teddy Roosevelt would develop the National Parks with Gifford Pinchot of the Forestry Service in the early 1900s. In the aftermath of the Industrial Revolution, concerns about protecting wildlife led to the emergence of a progressive conservation movement, alongside federal regulation of natural habitats and the establishment of national parks. Influential conservation groups included the National Audubon Society, founded in 1886, and the Sierra Club, founded by John Muir in 1892. Muir and Pinchot would become adversaries in the campaign to prevent the building of a dam in Yosemite National Park in the early decade of the nineteenth century (ibid.).

The purpose of this paper is to describe the impacts of an ecological footprint (EF) reduction campaign on the pro-environmental behavior of university students, faculty and staff. The campaign emphasized educating participants on specific actions that reduce resource use and the relative environmental benefit of each action.

This investigation used a pre-test–post-test design. At the beginning of an academic year, participants were invited to measure their baseline EF and take part in a footprint reduction campaign. At the end of the campaign, participants measured their EF again to see if they were able to reduce it by 10 per cent.

Participants in the footprint reduction campaign decreased their EF by 10 per cent. Students changed behaviors related to goods and services the most, resulting in a 16 per cent decrease in footprint for this behavior category. The most significant behavior change for faculty and staff was in the housing category with footprint reductions of 12 and 11 per cent, respectively. The most common behavioral changes in students were low- and no-cost options.

Because of the general nature of the EF tool, estimates of resource use reduction are approximate. Data describing pro-environmental behaviors were self-reported by participants, making accuracy dependent on participant recollections.

This paper illustrates how providing quantitative, personalized and university-specific knowledge on the impact of personal lifestyles on natural resources can facilitate significant, measurable pro-environmental behavioral change for the entire campus community. It also provides direction on how to develop targeted sustainability campaigns for different audiences.

Institutional actors are critical allies for grassroots movements, but few studies have examined their effects and variations within the non-democratic context. This chapter argues that while institutional allies are heavily constrained and unlikely to give open endorsement to grassroot activists, some institutional activists indirectly facilitate movement mobilization and favorable outcomes in the process of advancing their own political agendas. Drawing upon in-depth interviews conducted in 2008 and 2012, I illustrate this argument by examining the Anti-PX Movement – a landmark grassroots environmental movement against a chemical plant – in Xiamen, China. I find that the environmental institutional actors were constrained and divided, yet some still fostered opportunities for movement mobilization and in turn exploited the opportunity created by the protesters to pursue their policy interests, thus facilitating positive movement outcomes. As long as the claims are not politically subversive to the authoritarian rule, this type of tacit and tactical interaction between institutional activists within the state and grassroot activists on the street is conducive to promoting progressive policy changes.