Research Article
Pro-environmental Campaign Exposure via Instagram and Pro-environmental Awareness
@INPROCEEDINGS{10.4108/eai.29-10-2024.2356370, author={Ratri Virianita and Sarah Adiiba Putri}, title={Pro-environmental Campaign Exposure via Instagram and Pro-environmental Awareness}, proceedings={Proceedings of the 5th International Conference on Rural Socio-Economic Transformation, RUSET 2024, 29-30 October 2024, Bogor, Indonesia}, publisher={EAI}, proceedings_a={RUSET}, year={2025}, month={9}, keywords={pro-environmental campaign exposure pro-environmental awareness instagram followers}, doi={10.4108/eai.29-10-2024.2356370} }- Ratri Virianita
Sarah Adiiba Putri
Year: 2025
Pro-environmental Campaign Exposure via Instagram and Pro-environmental Awareness
RUSET
EAI
DOI: 10.4108/eai.29-10-2024.2356370
Abstract
Environmental degradation is a global challenge that demands collective action, and pro-environmental campaigns are essential in promoting pro-environmental awareness. In the digital age, social media platforms like Instagram have become powerful tools for conducting these campaigns. This study investigates the relationship between the characteristics of Instagram users and pro-environmental campaign exposure via Instagram on pro-environmental awareness among users. Focusing on the Instagram account @sayapilihbumi, data were collected from 82 respondents using an accidental sampling method. The findings reveal high exposure to environmental campaigns via Instagram and pro-environmental awareness among users. The results reveal no relationship between the characteristics of Instagram users and pro-environmental awareness. However, Spearman's rank correlation analysis confirms a significant positive relationship between pro-environmental campaign exposure via Instagram and pro-environmental awareness. The study highlights the potential of social media, particularly Instagram, as an effective avenue for fostering environmental consciousness.
