Instagram's Impact on Intention to Adopt Zero-Waste Behaviors

Abstract

Zero-waste, a term that can be used to describe a lifestyle, behaviors, or products that produce little to no waste, has been increasing in popularity over the last five years. Due to an increase of awareness surrounding environmental sustainability and climate change, some individuals have become more mindful of their waste production and other behaviors that impact the environment. Although many big corporations as well as individuals still use and promote single-use products and product materials that are not recyclable, reusable, compostable, or biodegradable, zero-waste practitioners have started a movement that continues to gain traction—especially on social media. To better understand how social media strategies influence people to adopt zero-waste behaviors, this survey of questions regarding zero-waste attitudes and Instagram use examined behavioral determinants on Instagram and how they impact people’s intention to behave. Results from the study show that attitudes toward zero-waste content on Instagram, perception of peers’ attitudes toward zero-waste content, and perception of ability to share zero-waste content on Instagram are all positively associated with intentions to adopt zero-waste behaviors. Findings from this study may be helpful in better understanding how to motivate individual to adopt environmental sustainability practices.