Social Media and Environmental Activism: Exploring the Influence of Facebook on Pro-environmental Behaviour of Undergraduates

Abstract

Facebook has the potential to be a powerful resource for promoting positive environmental change in a society. This study aims to explore the influence of social media usage on pro-environmental behaviours. 50 in-depth interviews were performed to collect primary data for the study. It is revealed that undergraduates are exposed to a diverse range of environmental content, including news, articles, videos and infographics on Facebook. Most of the undergraduates are sensitive towards the environment and environmental issues in Sri Lanka to some extent and actively engage with environmental information on Facebook. However, it is found that undergraduates’ pro-environmental behaviours are low towards environmental issues. However, it is concluded that Facebook plays a crucial role in raising awareness about environmental issues and in shaping undergraduates’ attitudes and perceptions towards pro-environmental behaviors.