Integration of Environmental Public Welfare Projects and Internet Platforms: Survey of Environmental Public Welfare Organizations

With the rapid development of the Internet, the public welfare industry has also shown a high degree of digital innovation. This study focuses on the integration of environmental public welfare projects and Internet platforms. The grounded theory approach was applied through in-depth interviews conducted with 10 managers from environmental public welfare organizations in China, all of which have cooperated with the Internet public welfare platforms. Through data collection, open coding, axial coding and selective coding, the status quo and existing problems of the integration of environmental public welfare projects and Internet platforms were obtained, and suggestions and guidelines for such integration were provided. This study contributes a new research method and theoretical foundation for the development of environmental public welfare projects in China within the Internet context.