Climate change Communication Through Facebook Page of Greenpeace India

As the world came to an agreement in the U.N. Framework Convention on Climate Change's (UNFCCC) Conference of Parties (COP-21) in Paris, it is important India ensures provision of enhanced resources to combat climate change. Sustainable development demands improving economic growth by opting for low carbon economy. The World Resource Institute reveals that India ranks fourth in emitting greenhouse gases, despite it being ranked low on per capita emissions. There is a pressing need for India to fast track activities on climate change mitigation and adaptation. The developing economy is more vulnerable to drastic climate change threats foreseen in the future (Billet, 2009). Dissemination of information with immediate feedback and engagement reaching globally like never before is the power of social media. Media convergence is yet another boon where mobile devices are also used to connect on social media personally. A non-profit organization, Greenpeace India strives to focus on environmental conservation including campaign against climate change. This includes its Facebook initiative. Ananthapadmanabhan and associates (2007) say: "A citizen from the highest income group in India comprising just 1% of the population emits four-and-a-half times more CO2 than a citizen within the poorest 38% of the population". Assuming that urban elites who cause more pollution will have social media presence, this study examines the activities of Greenpeace India's Facebook page and also engages with its members to study the impact of the Facebook page on them. Methodology adopted will be a questionnaire distributed by personal Facebook messages and posts having the link of the questionnaire, the sample size of which is 100.