Do Social Media Posts Influence Consumption Behavior towards Plastic Pollution?

The continuous generation of plastic wastes is one of the most serious environmental problems that we are facing. Information campaigns have been used to encourage people to reduce plastic consumption. Moreover, social media has become the most prevalent and influential form of communication in this current era. This study seeks to analyze the influence of social media on consumer behavior towards plastic products. The survey includes 213 individual observations wherein four information posts that represent the overall facets of plastic usage problem were presented. These scenarios include (1) a general information post on sachet use, (2) an information post discouraging use of plastic bottles in celebration of zero waste month, (3) an information post on the adverse health effects of plastic food storage and (4) an information post on the harmful effects of plastic use to marine life and its indirect effect to human health. Results show that, prior to any information, most participants consume products in plastic packaging except for the usage of single-use plastic containers for storing food. For the first three scenarios, it has been found that social media intensifies the probability of avoiding plastic consumption when the likelihood on the involvement of self-interest on the topic, as well as the ability to read the link attached to the post, increases. However, for the scenario that shows harmful effects of plastic use to marine life, the probability of avoiding the use of plastic packaged products after seeing the post is only affected by the likelihood that the respondent will recommend the link to friends or network. This study establishes that social media can effectively influence consumer behavior towards plastic consumption if the information presented are from confirmed studies that can easily translate to results based on their own action and has a direct impact on their health. The contrasting findings based on the different scenarios can be used as palettes in constructing modulated social media posts that can effectively influence consumer behavior towards reducing plastic pollution.