Do Social Media Posts Influence Consumption Behavior towards Plastic Pollution?

Maria Zunally Rapada,Krista Danielle Yu,Derrick Ethelbhert Yu

doi:10.3390/su132212334

Abstract

The continuous generation of plastic wastes is one of the most serious environmental problems that we are facing. Information campaigns have been used to encourage people to reduce plastic consumption. Moreover, social media has become the most prevalent and influential form of communication in this current era. This study seeks to analyze the influence of social media on consumer behavior towards plastic products. The survey includes 213 individual observations wherein four information posts that represent the overall facets of plastic usage problem were presented. These scenarios include (1) a general information post on sachet use, (2) an information post discouraging use of plastic bottles in celebration of zero waste month, (3) an information post on the adverse health effects of plastic food storage and (4) an information post on the harmful effects of plastic use to marine life and its indirect effect to human health. Results show that, prior to any information, most participants consume products in plastic packaging except for the usage of single-use plastic containers for storing food. For the first three scenarios, it has been found that social media intensifies the probability of avoiding plastic consumption when the likelihood on the involvement of self-interest on the topic, as well as the ability to read the link attached to the post, increases. However, for the scenario that shows harmful effects of plastic use to marine life, the probability of avoiding the use of plastic packaged products after seeing the post is only affected by the likelihood that the respondent will recommend the link to friends or network. This study establishes that social media can effectively influence consumer behavior towards plastic consumption if the information presented are from confirmed studies that can easily translate to results based on their own action and has a direct impact on their health. The contrasting findings based on the different scenarios can be used as palettes in constructing modulated social media posts that can effectively influence consumer behavior towards reducing plastic pollution.

Highlights

Introduction published maps and institutional affilUN Environment [1] identifies municipal solid waste as the largest source of plastic waste
This study aims to show how the type of social media information affects behavior towards consuming products that contribute to plastic pollution
The variables with asterisks represent the significant variables that contribute to likelihood of avoiding plastic consumption

Summary

Introduction

Introduction published maps and institutional affilUN Environment [1] identifies municipal solid waste as the largest source of plastic waste. In 2018, global plastic production amounted to 454.3 million tonnes which generated. Forty-six percent of the plastic waste generated is attributed to packaging [2]. The broad reach of social media can be harnessed to reduce the incidence of plastic waste to achieve the United Nations Sustainable Development Goals (SDGs) responsible consumption and production (SDG 12) which extends to climate action (SDG 13), life under water (SDG 14) and good health and well-being (SDG 3). With more than 55% of the global population having access to various social media platforms [3], social media has become a popular tool for information dissemination, news consumption and advertising placements. Traditional media have altered their strategies in reaching various demographics as social media use grew prominently over the years [4]. Environmental non-government organizations (eNGOs) have used social media iations

Objectives

Results

Conclusion