What is it about?
This study investigates how family influences and social media shape eco-friendly habits among Generation Z in Indonesia. Gen Z, born between 1995 and 2010, is known for its tech-savviness and awareness of environmental issues. The research focuses on two key family norms: **descriptive norms** (what families do, like using reusable bottles) and **injunctive norms** (what families say, like encouraging green habits). By surveying 670 urban Gen Z individuals aged 18-25, the study found that actions speak louder than words—descriptive norms had a stronger impact on inspiring pro-environmental intentions. Social media also plays a pivotal role. Instagram stood out among platforms like Facebook, YouTube, and Twitter, effectively turning intentions into eco-friendly actions, thanks to its visually engaging and relatable content. For example, Instagram campaigns showcasing reusable bottles or clean-up drives resonated well with this audience, motivating real-world environmental practices. The study highlights practical ways to encourage green behavior. Parents are encouraged to lead by example, such as reducing plastic waste at home, as their actions greatly influence young adults. Meanwhile, environmental campaigns targeting Gen Z should prioritize visually appealing platforms like Instagram. By focusing on both family and digital influences, this research provides insights for educators, policymakers, and environmental advocates to engage the next generation in sustainability efforts. Empowering young people with relatable messages and strong role models can create a ripple effect, contributing to long-term environmental preservation.
Featured Image
Photo by John Cameron on Unsplash
Why is it important?
This study uniquely combines family norms and social media exposure to understand their joint impact on pro-environmental behavior among Gen Z in urban Indonesia. It highlights Instagram's specific effectiveness in bridging intention and action, offering timely insights for leveraging digital platforms in environmental advocacy. By focusing on descriptive norms—actions rather than words—it shifts the narrative on how families can influence sustainable habits. With Gen Z entering their most productive years amid pressing environmental challenges, this research provides actionable strategies for policymakers, educators, and campaigners to inspire meaningful, scalable changes, making it highly relevant and impactful in today’s context.
Perspectives
As a co-author, I see this publication as a meaningful step toward understanding how young people, particularly Gen Z in urban Indonesia, can lead environmental change. Growing up in a digital era, this generation interacts with both family values and social media, two powerful influences on behavior. This research highlights the critical role of visible family actions and digital campaigns, especially on Instagram, in shaping sustainable habits. I believe this work not only advances academic discussion but also provides practical guidance for families, educators, and policymakers to inspire impactful, long-lasting environmental awareness and action among the younger generation.
Kholidil Amin
Universitas Diponegoro
Read the Original
This page is a summary of: Predicting pro-environmental behavior among generation Z in Indonesia: the role of family norms and exposure to social media information, Frontiers in Communication, December 2024, Frontiers,
DOI: 10.3389/fcomm.2024.1461609.
You can read the full text:
Contributors
The following have contributed to this page
