Green voices of generation Z: Leveraging social media to drive environmental awareness and action

Environmental issues have become a major public concern, with air, deforestation, and land and water pollution being major contributors. Social media has become an effective tool for disseminating information about preserving the environment, particularly among Generation Z, a native digital generation. A study involving 100 respondents found that respondents aged 19 or older had a higher level of awareness of environmental issues, with urban areas having access to more information. Tiktok, Instagram, and Twitter were the most popular platforms for green product content. The study also found that social media content offers accurate information, is comprehensive, highly educational, and stimulates curiosity, suggesting that social media content is an effective means to attract people to care more about the environment, potentially affecting other generations. Environmental social media content plays a crucial role in influencing young people to care more about the environment. Environmental campaigns can be more successful by understanding the dynamics of digital interactions and bridging the attitude-behavior gap.