Bandung – A research team from the Faculty of Communication Sciences, Universitas Padjadjaran — Jenny Ratna Suminar, Hanny Hafiar, and Ari Agung Prastowo — together with Kholidil Amin from Universitas Diponegoro, has recently published their study in the reputable Frontiers in Communication journal, indexed by Scopus.
Their research, titled “Predicting Pro-Environmental Behavior Among Generation Z in Indonesia: The Role of Family Norms and Exposure to Social Media Information”, explores how family norms and exposure to social media — particularly Instagram — play a crucial role in shaping the intentions and behaviors of Gen Z in urban Indonesia toward eco-friendly practices.
Based on a survey of 670 respondents aged 18–25, the study found that descriptive norms (real-life examples of eco-friendly behavior demonstrated by family members) have a stronger influence than injunctive norms (verbal encouragement or commands) in fostering Gen Z’s intention to engage in pro-environmental behavior. Furthermore, Instagram emerged as the only social media platform that significantly moderates the transition from intention to actual behavior, such as carrying reusable tumblers to reduce single-use plastic consumption.
This research aligns closely with the Sustainable Development Goals (SDGs), particularly Goal 12: Responsible Consumption and Production, which emphasizes waste reduction through sustainable consumption practices. The findings demonstrate Fikom Unpad’s tangible contribution to fulfilling the Tri Dharma of Higher Education, especially community service through impactful research for environmental sustainability.
“Gen Z stands at the forefront of environmental change. With role models at home and the right digital communication strategies, we can cultivate long-lasting ecological awareness,” said Dr. Jenny Ratna Suminar, the lead author of the study.
This publication reinforces Unpad’s commitment to producing high-quality research that not only advances academic knowledge but also delivers real solutions to pressing global environmental challenges.