Instagram’s Influence On Divers’ Intention For Marine Conservation Behavior

Abstract

The purpose of this study is to determine how divers perceive marine conservation posts on Instagram. In addition, this study explored their intention toward protecting marine conservation behavior through the use of social media, specifically focusing on Instagram and how it impacts their behavior through quantitative research. Scholars have shown that diving instruction leads to greater environmental concern. Yet, little is known about how social media contributes to the relationship between diving instruction and a diver’s respect for marine conservation knowledge, attitude, and behavior. According to the theory of planned behavior (TPB), the degree of one’s involvement is influenced by the attitude and conduct of the user towards the intention to participate in a social issue. This study applied a research model based on the theory of planned behavior in order to examine the relationship between diving respondents, social media, and intention. The study found that attitude, subjective norms, and perceived behavior control correlated with user intent for marine conservation efforts. The diving certification and frequency of seeing marine conservation posts on Instagram also contributed toward positive consideration for the marine environment.