Social Media Influence: Bridging Pro-Vaccination and Pro-Environmental Behaviors Among Youth

Anca-Olguța Orzan ()
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Anca-Olguța Orzan: Department of Oncologic Dermatology, University of Medicine and Pharmacy “Carol Davila” Bucharest, Elias Emergency University Hospital, 020021 Bucharest, Romania

Sustainability, 2025, vol. 17, issue 11, 1-24

Abstract: Currently, young populations (individuals under 26 years old) face unprecedented challenges, including climate change, environmental degradation, and the management of public health crises such as vaccine hesitancy. In this complex environment, social media plays a crucial role in shaping youth attitudes and behaviors, presenting both significant opportunities and risks. Social media platforms have become essential in shaping public opinion on general topics and health-related issues, particularly vaccination. Understanding how digital platforms influence youth behavior regarding vaccination can offer valuable insights into psychosocial mechanisms capable of stimulating sustainable behaviors among the same demographic. This study explores a novel intersection between public health and environmental communication, proposing that the same psychosocial and communicative mechanisms influencing pro-vaccination behaviors—such as trust, social influence, and emotional resonance—also underpin pro-environmental engagement among youth. Understanding this overlap allows for cross-domain strategies in digital communication campaigns. This paper examines how digital communication strategies effective in promoting vaccination can be adapted to foster pro-environmental behavior among youth. By identifying shared psychosocial mechanisms—such as fear, trust, and social influence—the study proposes a conceptual framework for leveraging social media to support sustainable behaviors. This study explores how social media influences youth attitudes towards vaccination and pro-environmental behavior. Using a structured questionnaire distributed among 450 young participants (aged 18–26) and analyzed through Structural Equation Modeling (SEM) via WarpPLS, the research identifies key psychosocial mechanisms such as fear, trust, and social influence. Results show that social media exposure and peer environment are strong predictors of both vaccination and environmental behaviors (R 2 = 0.70 for vaccination attitude; R 2 = 0.50 for environmental attitude). The proposed conceptual model highlights the importance of emotionally resonant, science-based communication strategies in promoting sustainable behaviors among youth. Practical implications for strategic digital campaigns are discussed.

Keywords: social media; pro-environmental behavior; youth engagement; vaccine communication; digital campaigns; misinformation; emotional appeal; influencer marketing; behavioral change (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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