ROLE OF SOCIAL MEDIA CAMPAIGNS IN SHAPING SUSTAINABLE ENVIRONMENTAL PRACTICES

Abstract

Social media is an increasingly important platform for shaping young people's environmental awareness, attitudes, and behavior, as traditional awareness channels continue to fail to reach young people. This research investigates the effect of social media campaigns on sustainable environmental practices among young adults in Lahore. The study used a quantitative design and collected primary data from 150 young adults (18-30 years) living in Lahore through a structured online questionnaire distributed via WhatsApp, Instagram, and Facebook. It was developed using existing literature and used a 5-point Likert scale across four constructs: Social Media Campaign Exposure (SMC), Environmental Awareness (AWR), Attitudes toward Sustainability (ATT),, and Sustainable Environmental Practices (SEP). Convenience sampling was used and data were computerized in MS Excel and analyzed using descriptive statistics, Pearson correlation, and linear regression.

The strong positive and statistically significant correlations (r = 0.69 to 0.80, p < .001) between all four variables showed that higher social media campaign exposure was associated with higher levels of awareness, more positive attitudes, and greater levels of sustainable practices.
This study recommends that social media campaigns are effective and cost-effective media for promoting sustainable environmental practices among young adults in Lahore, and that well-designed campaigns are essential. The results are relevant to environmental NGOs, government agencies, and digital marketers aiming to create effective awareness campaigns. Strategies recommended are to focus on visual storytelling that is relevant to the local community, collaborate with trusted influencers, offer clear and easy-to-follow instructions, and ensure a unified message across various platforms to translate online interactions into action.