Social Media as a Green Catalyst: How Digital Platforms Shape Environmental Awareness and Behaviour
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Abstract
Social media platforms have become influential tools in shaping public awareness and everyday behaviour. In the context of growing environmental challenges, these platforms play an increasingly important role in fostering environmental awareness and encouraging pro-environmental behaviour. This research paper explains how it is possible to use social media to increase environmental awareness and influence sustainable behaviour among people. The survey design employed was descriptive in nature where 46 persons randomly selected to complete the survey to determine how they interacted with the environmental content, the importance of digital platforms in shaping their knowledge, and how much online exposure is transferable into actual environmentally friendly practices. The findings revealed that participants have an intermediate level of interaction with environmental content on social media. The results showed that deficiency of environmental information among peoples, poor interaction, ineffective campaign coherence, and misinformation are some of the key issues that restrict sustainable environmental behaviours. The findings also indicate that social media could be a strong tool to increase environmental awareness with the help of visual elements like brief video, infographics, and digital campaign. Nevertheless, there is still an aspect between knowledge and sustained behavioural change which is due to the barriers of insufficient environmental content, inconsistent internet campaigns and low public engagement. The research paper highlights the need to integrate online school-environmental group programs to develop more effective behavioural interventions.
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