Digital Influence and Environmental Action: A Study on Social Media and Plastic Reduction Behavior Among Students.

Abstract

Plastic pollution is a pressing environmental issue, with single-use plastic products being a major contributor. Social media plays a crucial role in shaping public awareness and behavior regarding environmental concerns (Rapada et al., 2023). This research examines the impact of students’ exposure of social media information about plastic pollution on their plastic reduction behaviors, based on the Theory of Planned Behavior (TPB). Specifically, the role of the mediating variables (attitude, subjective norms and perceived control) play between social media exposure and the actual plastic reduction behavior. The focus is on understanding how phycological factors of TPB (Environmental attitude, subjective norms and perceived behavioral control) mediate the relationship between social media exposure and plastic reduction behavior. Primary data was collected through the use of a survey questionnaire on a sample size of 400 students at COMSATS University, Lahore Campus. An experimental design was employed to get most robust and comparative evidences, in which entire sample size was divided into four groups the social media exposure group, WhatsApp exposure group, and the control group. The measurement model is evaluated and the hypothesized direct and indirect relationships among latent construct are tested by using Smart PLS 4. In the second stage of the research, the awareness content and interventions, as posters showing the alarming impact of plastic pollution on human health and the ecosystem, were shared through Facebook, WhatsApp, and structured lectures, while the control group did not receive any intervention. This multi-channel process made it possible to scrutinize the effectiveness of awareness-building Media campaigns more properly in various communication channels. Moreover, t-tests for paired samples were applied in order to see how the students had changed their plastic use before and after the interventions. It thus provided an excellent means of comparison for showing how exposure through social media, WhatsApp, and lectures significantly alter the plastic consumption level of students over time. Results of SEM analysis indicate that the overall positive impact of social Media exposure on plastic reduction behavior (Pre_SME → Pre_PRB= 0.472, p =0.000), emerging strongest predictor than the indirect effect via TPB constructs. There was an also substantial influence of social media exposure on phycological factors; environmental attitudes (Pre_SME→ Pre_PRB= 0.725, p < 0.001) and descriptive norms (Pre_SME → Pre_DN = 0.709, p < 0.001), highlighting its potent ability to influence component of TPB societal expectations and motivational components, although it did not directly predict the behavior. Conversely, the impact of perceived behavioral control on the behavior was prominent in the lecture exposure group, highlighting the significance of well- structured environments for the development of capability. The WhatsApp exposure group demonstrate most theoretical consistent results aligning with TPB model, as it accounted for the predictive role of subjective norms and perceived behavioral control, along with the direct effect of exposure on plastic reduction behavior. Perceived behavioral control (Pre_PBC → Pre_PRB = 0.275, p = 0.011) and subjective norms (Pre_DN→ Pre_PRB = 0.305, p = 0.032) both phycological factor emerge as significant predictor of plastic reduction behavior in WhatsApp exposure group. These are further supported by the result from the paired-samples t-tests 2.79, t (99) = 15.31, p < 0.001. indicating that the social media group had the highest decrease in plastic consumption pattern, followed by the WhatsApp and lecture exposure groups, while the control group demonstrated no statistical change. Frequency analyses also revealed consistent shifts from high to low weekly plastic consumption in all intervention groups, with the substantial decreases in the social media exposure group. In summary, the congruence of findings underlines that awareness campaigns through different medium are particularly effective in developing plastic reduction behavior and highlighting the importance of using digital means of communication in developing environmental conscious and sustainable behavior.