Exploring The Potential of Online Media for Climate Change Engagement Among Pakistani Youth: A Study of Multi-Dimensional Relationship of Mediating Variables with Pro-Environment Behavior

Abstract

Since the start of the 21st century, governments, interest groups, and individuals have increasingly engaged in climate change conservation, recognizing it as a significant threat to the planet, ecosystems, and humanity (Lee et al., 2015). Some countries, like Pakistan, are experiencing severe impacts from climate change, resulting in substantial monetary and humanitarian losses. The Global Climate Risk Report (2021) lists Pakistan among the top ten countries most influenced by climate change. One main solution to addressing climate change is raising green awareness, which can significantly influence citizens and help tackle climate-related issues. In Pakistan, where the ratio of broadband users and 3G/4G subscribers is significantly higher (PTA, 2022), online media is a crucial tool for creating this awareness due to its vast reach and connectivity. Social media holds great potential for raising awareness and promoting civic engagement regarding climate change and its consequences. Cyber-optimists believe that internet platforms can disseminate more knowledge to the public, facilitating productive online civic discussions (Norris, 2001). This study aimed to explore and document the awareness of climate change, related situations, and their consequences among youth. It also investigated the relationship between online engagement and youth awareness of climate change. Using multi-stage sampling, 1,432 university students from the province of Punjab were selected for the study. SEM path analysis in AMOS revealed positive effect of online engagement on pro-environment behavior of youth. Youth’s self-perception, beliefs and awareness regarding climate change were identified as the mediating factors, causing a positive association with pro-environment behavior of youth. Results indicated that Pakistani university students are concerned about the country's environmental problems, with air pollution identified as the most severe issue by the majority of respondents. There is also high awareness of the severe health issues caused by climate change. The youth believe that addressing climate change is essential for improving quality of life. While respondents showed pro-environment behaviors in conserving electricity and water, they were less active in recycling. The findings revealed a positive association between online engagement and climate change awareness (N=1432, p<.05). Similarly, there was a positive correlation between climate change awareness and pro-environment behavior among the youth (N=1432, p<.05). The recommendations from this study can guide informed policies in both public and private sectors to utilize digital media technologies (DMT’s) for active involvement of Pakistani youth. Social media influencers, Vloggers and individuals possessing credibility on digital media platforms can employ these findings to promote pro-environment behavior among youth.