The impact of social media on knowledge, attitude and practices (KAP) towards sustainable consumption in higher education institutions

IF 3.7 Q2 ENVIRONMENTAL SCIENCES

Cleaner and Responsible Consumption Pub Date : 2025-05-14 DOI:10.1016/j.clrc.2025.100284

Hammna Jillani , Muhammad Nawaz Chaudhry , Syeda Rabab Jafri , Hesan Zahid

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引用次数: 0

Abstract

Purpose

Overconsumption is an escalating problem, the unchecked levels of production and consumption craft a vicious cycle that results in excessive exploitation of natural resources. This research attempts to assess the sustainable consumption practices (SDG 12) of university students by implying Knowledge, Attitude, and Practices (KAP) Framework and explores the role of social media in disseminating environment related information and content.

Design/methodology/approach

Drawing on a sample of (n = 485) university students from various public and private sectors, this quantitative research used a survey designed to test the KAP framework, analyzed using Structural Equation Modeling via SmartPLS 4.0.

Findings

The study reveals that only knowledge alone may not significantly influence the sustainable consumption practices of university students rather the external factors like social media usage can significantly influence the relationship between knowledge and sustainable consumption practices. However, knowledge is found to have a positive impact on the attitude (towards sustainable consumption) which can further lead to positive practices by the students. The mediating role of social media integrated with the moderating role of gender in using social media platforms has been observed in the study.

Originality

The novelty of this work lies in identifying the mediating role of social media usage as an agent to promote sustainable consumption practices. Young adults can be made mindful of their consumption and purchasing habits by making them realize the harsh reality of overconsumption. Collaborative efforts by the education sector along with environmental campaigns and content of social media platforms can result in augmented awareness thus, raising the idea of sustainable consumption among students and helping them to make the right adoptions for safeguarding natural resources.

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社交媒体对高等教育机构可持续消费的知识、态度和实践（KAP）的影响

过度消费是一个日益严重的问题，不受控制的生产和消费水平制造了一个恶性循环，导致过度开发自然资源。本研究试图通过隐含知识、态度和实践（KAP）框架来评估大学生的可持续消费实践（SDG 12），并探讨社交媒体在传播环境相关信息和内容中的作用。设计/方法/方法从不同的公共和私营部门抽取（n = 485）名大学生作为样本，本定量研究采用了一项旨在测试KAP框架的调查，并通过SmartPLS 4.0使用结构方程建模进行分析。研究发现，知识本身并不会显著影响大学生的可持续消费行为，社交媒体使用等外部因素会显著影响知识与可持续消费行为的关系。然而，我们发现知识对态度（对可持续消费）有积极的影响，这可以进一步导致学生的积极实践。本研究观察到社交媒体的中介作用与性别对社交媒体平台使用的调节作用相结合。这项工作的新颖之处在于确定了社交媒体使用作为促进可持续消费行为的中介作用。年轻人可以通过让他们意识到过度消费的残酷现实来注意他们的消费和购买习惯。教育部门的合作努力以及环境运动和社交媒体平台的内容可以增强意识，从而提高学生的可持续消费观念，并帮助他们采取正确的措施保护自然资源。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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