University of Twente Student Theses
An In-Depth Exploration of Public Perceptions of Microplastics and their Environmental Impact in South Africa: The Role of Social Media in Stimulating Awareness and Fostering Sustainable Consumer Behaviour
Fortunov, Riccardo (2024) An In-Depth Exploration of Public Perceptions of Microplastics and their Environmental Impact in South Africa: The Role of Social Media in Stimulating Awareness and Fostering Sustainable Consumer Behaviour.
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| Abstract: | This thesis investigates social media’s (SM) influence on the South African public’s perceptions of microplastics (MPs) and their link to pro-environmental behaviour (PEB). Utilising the Theory of Planned Behaviour (TPB) as a guide, the research focuses on how SM's informational, relational, and experiential functions can influence attitudes, subjective norms (SN) and perceived behavioural control (PBC), with respect to MP pollution. The ultimate goal was to determine the role of SM in fostering pro-environmental behaviour (PEB) with the intention of reducing MP pollution in the South African context. The findings shed light on SM’s efficiencies in terms of its captivating content, competencies in disseminating awareness to vast audiences expeditiously and its positive influence in shaping perceptions, and therefore, behavioural intent. Moreover, its informational and relational functions seem to exhibit the most potential. Although constraints to perceptual influence exist, in the form of pollution fatigue, algorithmic curation, and misinformation, these functions can still positively influence attitudes, subjective norms (SN) and perceived behavioural control (PBC). However, the findings are nuanced. Theoretically, its positive influence on perceptions and behavioural intentions should influence behaviour. However, psychological (learned helplessness) and economic constraints to PBC directly hinder actual behaviour. Therefore, restricting its impact on the broader population. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies, 43 environmental science, 70 social sciences in general |
| Programme: | Environmental and Energy Management MSc (69319) |
| Link to this item: | https://purl.utwente.nl/essays/102779 |
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