Reducing Digital Carbon Footprint through Social Media : Educating Users on Sustainable Consumption

Abstract

The widespread adoption of social media platforms has revolutionized connectivity and information sharing, but it has also contributed to a significant environmental concern: digital carbon footprint. This thesis investigates the potential of social media as a tool for mitigating digital carbon footprint through educating users on sustainable consumption practices. Drawing on theoretical frameworks such as the Theory of Planned Behavior, the research delves into the environmental impacts of social media usage, users' awareness of these impacts, factors influencing their attitudes and behaviors towards adopting eco-conscious practices, and the role of social media platforms in promoting environmental sustainability. Through interviews with users, insights are gathered to inform strategies for developing sustainable behaviors within the realm of social media. The findings highlight the importance of raising awareness, providing educational resources, and incentivizing eco-friendly practices on social media platforms to facilitate the transition towards a more sustainable digital future. Additionally, the study offers recommendations for future research, highlighting the need for further investigation into the efficacy of educational campaigns, the development of tools to manage social media usage, and the exploration of partnerships between social media platforms and environmental organizations to amplify sustainability initiatives.