المجلة الأكادمية للبحوث القانونية والسياسية
Volume 9, Numéro 2, Pages 305-322
2025-09-25
The Role Of Social Media Discourse In Shaping Consumer Behavior And Influencing Environmental Policy Responses To Plastic Pollution In The Mediterranean Sea
Authors : Shatnawi Mohammad N. . Zaatouri Arij .
Abstract
This study aims to investigate the impact of social media on consumer behavior regarding plastic pollution in the Mediterranean region. Data collected from 1,651 participants from the study countries Spain, Tunisia, Greece and Lebanon show that social media play a role in raising awareness regarding environmental issues, with 85% of participants indicating an interest in environmental content posted on social media. The results showed that 60.4% changed their plastic consumption habits due to being influenced by environmental content posted on social media. The changes included improving waste disposal and reducing the use of plastic bags and single-use plastic. In addition, 63.8% of participants considered social media campaigns against plastic pollution to be very effective, indicating that visual content, especially before and after photos of polluted areas, as well as video campaigns and emotional stories, significantly shape consumer behavior, further highlighting the role of social media in promoting environmental responsibility.
Keywords
Social media ; Plastic Pollution ; Consumer Behavior ; Environmental Awareness ; Environmental Policy
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