Abstract
The theme of the relationship between social media and sustainability has prompted many scholars to analyze the impact that “virtual information” has on the environment. This study empirically tests two models that examine the effects of cultural values and social media on environmental performance by considering different variables such as Social Media penetration, Hofstede’s Cultural Dimensions and Environmental Performance Index. Two multiple linear regression models were employed to test the hypotheses on a sample of 30 European Countries. Empirical results, extensible to all of Europe, conclude that the cultural dimensions analyzed, as well as social media penetration, significantly influence environmental performance of European Countries when we execute a combined model. Social media are arguably an integral part of sustainability strategy and future research on IT and sustainability needs to take a more integrated approach. If we consider that social media have a positive effect on the environment it is easy to intuit that if governance implements effective policies to ensure social media access for everyone, real sustainable development could be achieved.