Abstract—Today, by adopting environmental laws and regulations and expanding public attention to protect the environment, organizations and manufacturers are performing supply chain environmental management to enforce these laws and implement their social responsibility. In addition to meeting regulatory requirements and limitations, green management will create positive public images of manufacturers and companies and increase customer satisfaction. In order to reduce the environmental impact on the production cycle, manufacturers face many challenges that lead them to innovate in solving these challenges. Therefore, organizations’ and businesses’ awareness of target individuals and communities’ knowledge and attitudes towards green initiatives and practices are important to organizations wanting to improve green collaboration with customers and gain social acceptance. Today, social media is an integral part of people's everyday lives and the communication channel for expressing their opinions, attitudes and complaints. Therefore, social networks are often seen as the most important source of information for organizations. Finding information and determining the types of attitudes people express on these social networks could help manufacturers make future decisions. In this study, we will examine the attitudes of Twitter social network users towards the activities and initiatives of Toyota in response to the company's environmental challenges.

Index Terms—green supply chain, green initiatives, sentiment analysis, twitter analytics

Cite: Sina Shokouhyar, Hamed Ghanadpour, Sajjad Shokouhyar, and Omid Roosta, "Using Social Media Data Analytics to Determine Customers’ Attitudes toward Green Initiatives," Journal of Advanced Management Science, Vol. 10, No. 2, pp. 65-68, June 2022. doi: 10.18178/joams.10.2.65-68

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