RELATIONSHIP AMONG CLIMATE CHANGE AWARENESS AND ONLINE MEDIA, ENVIRONMENT-FRIENDLY BELIEFS AND BEHAVIOR

Abstract Each year Pakistan suffers monetary set-back and loss of precious lives due to climate change and related catastrophes. Global Climate Risk Report (2021) declared Pakistan to be amongst the top 10 countries to be most affected by climate change and the very next year the country got hit by mega floods. Citizen’s awareness about issues faced by a nation help towards resolution of those issues. Right to a healthy environment and right to information regarding issues of society are considered fundamental. Awareness regarding climate change is the right of every Pakistani so they realize the magnitude of this problem. Green awareness has the potential to make an impression on citizens and help tackle issues related to climate change. Awareness can reach citizens through several ways, including online media which enjoys vast penetration in Pakistan. According to Pakistan Telecommunication Authority (2023) 54% of Pakistani population have broadband connections and 53% have mobile broadband connectivity which provides an opportunity to impart awareness. Green awareness through online media has positive impacts on environmental beliefs and behavior of citizens. Data coming from 1420 university students of Punjab revealed various associations tested with Pearson Chi-Square. Results indicated association between online media usage of citizens and green awareness. Additionally, awareness carried a positive association with pro-environment beliefs of respondents. Positive association was also found between green awareness and pro-environment behavior of respondents. Keywords: citizen participation, climate change, basic human rights, awareness through online media, pro-environment beliefs, environment-friendly behavior, pro-environment online engagement.