Abstract

The aim of this study was to examine the relationship between environmental responsibility practices and environmental sustainable performance within firms, as well as the mediating role of social media. Using survey data from a convenient sample of 82 CEOs from medium-sized enterprises, regression analysis was utilized to examine the relationships between environmental responsibility practices, social media and environmental sustainable performance. Findings indicate that environmental responsibility practices have a significant positive relationship with organizations' environmental sustainable performance, with social media use positively mediating this relationship. The study emphasizes the importance of green practices for businesses and highlights the potential benefits of effectively utilizing social media. Managers can enhance performance on environmental aspects through green initiatives and leverage social media for reputation management, while policymakers can foster collaborative relationships and incorporate green norms into sustainability plans. This study enriches sustainability and social media fields by providing new insights and further understanding of how organizations can use both green practices and social media to improve their environmental sustainable performance from the natural resource-based view (NRBV) perspective.

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