Social Value Transformation among Generation Z: Construction of Ecological Awareness through Social Media in the Perspective of Contemporary Sociology

This article discusses the transformation of social values among Generation Z, particularly in the construction of ecological awareness through social media. Generation Z lives in a highly dynamic digital era, where social interaction occurs both directly and virtually. Using the theoretical approaches of social construction (Berger & Luckmann), diffusion of innovations (Rogers), and symbolic interactionism (Blumer), this study explains how ecological values are formed through interaction, symbols, and digital visualizations. The findings indicate that Generation Z plays an active role in producing, disseminating, and sustaining environmental values in digital spaces. This awareness is not merely individual but has become part of a shared social construction. The study also highlights the role of educational institutions, communities, and public figures in reinforcing ecological norms as part of a new social culture.Keywords: Generation Z, social values, ecological awareness, social media, social construction