How Social Media Influences Knowledge, Attitudes, and Behaviour Toward Environmental Pollution Among Students

This study investigates the role of social media engagement in influencing environmental protection (EP) knowledge and behaviour among university students. Rooted in a hypothesised model, we posited that engagement with EP-related content on social media platforms would positively affect students' environmental knowledge, which in turn would mediate behavioural change. A cross-sectional survey was conducted with 400 undergraduate students, and data were analysed using Exploratory and Confirmatory Factor Analysis (EFA & CFA), as well as Structural Equation Modelling (SEM). Descriptive results revealed that the majority of respondents were aged 20–29 (53.75%), with a higher representation of males (59.25%) and students in their 300 level (34%). Correlation analysis showed strong interrelationships among engagement metrics: likes, comments, shares, and participation, indicating the interconnected nature of social interaction on social media platforms. The cause-based and solution-driven content was positively associated with advocacy outcomes, indicating that meaningful content encourages intent to act.Factor analysis using both Varimax and Oblimin rotations identified four latent constructs: Engagement, Knowledge, Behaviour, and Advocacy, which collectively explained over 60% of the total variance. CFA confirmed strong model fit (CFI = 0.941, TLI = 0.927, RMSEA = 0.085, SRMR = 0.036), and SEM results supported the hypothesised mediation model. Engagement significantly predicted Knowledge (β = 0.973, p < 0.001), and Knowledge in turn significantly predicted Behaviour (β = 0.685, p = 0.001), while the direct path from Engagement to Behaviour was not significant (β = 0.329, p = 0.112). These findings confirm the mediating role of knowledge in transforming engagement into behavioural change.The study underscores the importance of educational and impactful social media content in fostering environmental awareness and advocacy among youth. It offers practical implications for environmental communicators, educators, and policymakers aiming to design content that not only engages but also educates and inspires pro-environmental behaviour.