Pro-Environmental Behaviours, Advertising Literacy and Social Influencers’ Leadership Qualities among Malaysian University Students

Abstract

Nowadays, more environmentalists are using social media platforms to raise awareness on environmental issues such as persuading followers to undertake pro-environmental behaviours. However, to date, studies on the role of social media and social influencers in disseminating pro-environmental behaviours are very limited. Therefore, the aims of the present study are to investigate students' pro-environmental behaviours, their levels of advertising literacy and the leadership qualities of social influencers. Data were collected using an online questionnaire consisting of four sections: demographic information, proenvironmental behaviours, levels of advertising literacy and leadership qualities of the social influencers. Respondents were 128 university students who were active social media users at the largest comprehensive university in Malaysia. Data were analysed using descriptive statistics. Our findings highlighted that university students exhibit pro-environmental behaviours in their daily lives. In addition, these students who were active social media users understood the impact of social media advertising on their lives. Moreover, findings showed that university students trust the leadership of social media influencers due to their qualities. The paper concludes by suggesting university management and policymakers to harness the role of social media and social influencers to promote pro-environmental behaviours to citizens especially the younger generation. Moving forward, more studies on the role of social media influencers in disseminating pro-environmental behaviours to followers should be conducted to understand environmental leaderships through social media platforms.