The authors considered the processes of self organization in a digital society in the sphere of environment protection. These processes create an environmental awareness in an individual and in a society and enforce the authorities to address urgent tasks of sustainable manufacturing and waste management. Online activity of population, on the hand, is an essential driver of self organization, and, on the other hand, is an important and accessible object of investigation providing more informative and agile results as compared with opinion polls. To conduct an analysis of online activity related to environmental problems the authors used two sources of information, namely target groups in social networks and statistics on search queries.