Role of social media in promoting environmental advocacy and climate change awareness

As social media is the new norm acting as the powerful tool to manipulate the user’s minds, the present study investigates the effect of social media on environmental advocacy and climate change awareness in youth to address the issues more strategically. Data to conduct the present study was collected from 256 social media users, using the social media platforms on a daily basis. The collected data was analyzed using multiple techniques, such as chi-squared test, one-way analysis of variance, and descriptive analysis to inspect the interconnection among different multiple variables. The descriptive statistics were computed to understand the central tendency of the data while the chi-square was employed to explore the relationship between the categorical data. The results showed no significant relation between the education levels that affect social media usage leading to environmental awareness, the usage of social media and seeing the environment-related posts, gender and environmental advocacy as well as social media usage per week. The findings may prove valuable in optimizing social media platforms to promote sustainable behaviors, designing corporate social responsibility initiatives, and contributing to public discourse to encourage young people to advocate for sustainable practices through social media platforms.