the influence of instagram on the perception of young people towards the zero waste lifestyle

Research objectives The primary objective of this research project is to examine the influence of Instagram on the perception of young people toward the Zero-Waste lifestyle.. This newer

National Economics University

Bachelor of Business Administration in English

Business Research Methodology

Research Proposal

The influence of Instagram on the perception of young people

towards the 'Zero-Waste' lifestyle

Group 4 – EBBA 14.2

Members: Nguyễn Phương Thúy

Hoàng Lam Giang

Lê Trí Tâm

Lê Thị Thanh

Đỗ Thùy Dương

Hanoi, 10-2023

TABLE OF CONTENTS

2 Research objectives 2

3 Research questions 2

4 Literature review 2

4.1 Definition 2

4.2 Social media usage and the Zero-Waste movement 4

4.3 Access to information on Instagram 4

5 Theoretical Framework and Research Hypothesis 5

5.1 Theoretical Framework 5

5.2 Hypothesis 6

5.2.4 Hypothesis development 8

6 Research Methodology 8

6.1 Research Design 8

6.2 Population and Sample 9

6.3 Data collection methods-measures 10

7 Research Report Structure 15

8 Time frame 16

9 References 17

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Problem statement

Instagram is a beneficial tool used to raise awareness about social issues and promote change Younger generations are often pioneers in social movements, and they use social media to spread their messages to more people Therefore, Instagram is playing a significant role in shaping young people's perceptions of the Waste lifestyle Zero-Waste lifestyle plays a crucial role in improving health, reducing costs, minimizing waste

on the environment, and promoting a healthy and sustainable lifestyle However, there is a need to explore how the Zero-Waste lifestyle specifically affects the perception of young people, considering their unique characteristics and values

2 Research objectives

The primary objective of this research project is to examine the influence of Instagram on the perception of young people toward the Zero-Waste lifestyle To achieve this objective, the study aims to:

1 Estimate how Instagram use influences young people's knowledge and awareness

of the Zero-Waste lifestyle

2 Assess the impact of Instagram on young people's opinions about the Zero-Waste lifestyle

3 Identify the specific types of Instagram content and influencers that are most effective in promoting the Zero-Waste lifestyle to young people

4 Provide evidence-based recommendations for communities to spread a positive lifestyle for more young people

3 Research questions

To guide the research and achieve the stated objectives, the following research questions will be addressed:

1 How does Instagram influence young people's attitudes towards the Zero-Waste lifestyle?

2 What are the most effective ways to use Instagram to promote the Zero-Waste lifestyle to young people?

3 What are the challenges and barriers that young people face in adopting Zero-Waste practices, and how can Instagram be used to address these challenges and barriers?

4 Literature review

4.1 Definition

a Zero-Waste lifestyle: What is it?

The term “Zero-Waste” was first used by Dr Paul Palmer in 1973 for recovering resources from chemicals (Zaman, 2015) According to the most recent definition of the Zero-Waste, formulated by the Zero-Waste International Alliance, Zero-Waste is “The

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conservation of all resources by means of responsible production, consumption, reuse, and recovery of products, packaging, and materials without burning and with no discharges to land, water, or air that threaten the environment or human health.” (ZWIA, 2018) This newer definition is more practical and focused on tasks, in contrast to the previous one, which described Zero-Waste as an "ethical, economic, and efficient goal" guiding people to adopt sustainable practices, turning discarded materials into resources for others (ZWIA, 2018)

The concept of a Zero-Waste lifestyle gained widespread popularity through the influence of social media, particularly when Bea Johnson started applying these principles

to her personal life (Laura Young, 2021) Her blog posts would spark a lifestyle movement around the world with many enthusiasts trying to follow in her footsteps in applying Zero-Waste principles (Laura Young, 2021) Other lifestyle influencers have followed her path using different social media platforms to share their own experiences and applications of Zero-Waste living This new wave of social media influencers is actively contributing to the growing number of Zero-Waste enthusiasts around the world (Leahy, 2018)

b Instagram: What is it? Who uses it?

Instagram, created in 2010, is a social media platform that can be used through a mobile application It can be described as a mobile social networking application that allows for the sharing of pictures and videos with the possibility of image indexing (Dorsch, 2018) Users can apply different photo manipulation tools to modify their content before sharing them instantly with their friends on the platform itself as well as on other social networking sites (Hochman & Schwartz, 2012) Instagram also allows users the possibility of developing relationships with other users through its ‘follow’ feature (Zappavigna, 2016) In addition to photos and captions, users can share minute-long videos in the form of a regular post that stays on the user’s feed, or stories, which stay online for 24 hours (Lee et al., 2015) One major feature of the Instagram platform is the creation of hashtags by users to add more explanation or to better convey emotions through their posts (Dorsch, 2018; Lee & Chau, 2018) Hashtags could also be used as an identification tool resulting in the creation of various micro communities on the network (Ferrara et al., 2014) For instance, hashtags can be crafted to regroup posts from those interested in a particular lifestyle (e.g #zerowaste) or can be made purposely ambiguous

if, for example, content shared could be considered as promoting harmful practices (Moreno et al., 2016) Instagram also allows users to direct messages to each other Not only can they share posts with their followers, but they can also personally send messages, photos, videos, and even links to other users’ posts to other users

Instagram is currently one of the most popular social networks worldwide with more than one billion monthly active users (Instagram, 2020) Of Instagram’s adult users, 67 percent are aged 18-29 (Pew Research Center, 2019) According to a Statista survey in

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2017, 26 percent of respondents in the 18-29 age group were aware of the Zero-Waste movement, while the same survey revealed that only 18 percent of adults aged 30-59, and merely 3 percent of individuals aged 60 and older knew about the movement These results underscore the greater popularity of the Zero-Waste movement among the 18 to 29-year-old demographic

4.2 Social media usage and the Zero-Waste movement

Social networks play an important role in today’s communication and are becoming a fixed part of people’s daily lives, not only in adults but also in adolescents (Ivie, Pettitt, Moses, and Allen, 2020) As waste is one of the most serious environmental issues today, various means are being used to raise awareness of the importance of this issue among the general public Social media platforms like Twitter, Instagram, and Facebook have been instrumental in popularizing the Zero-Waste movement and connecting related

communities (Hroncová, 2023) Social media has been found to have a stimulus role for green consumption among the younger generation, shaping their subjective norms and perceptions (Xie, S., & Madni, G.R, 2023) For example, before reading posts related to sustainability and waste issues, most users consume products in large quantities and mostly in plastic packaging, but this behavior changes after engaging with waste-related posts (Rapada & Yu, 2021)

The Zero-Waste lifestyle has already gained a lot of attraction on Instagram As of December 2020, there are approximately 6.8 million posts that use the hashtag #zerowaste (Instagram, 2020) Just three months later, in March 2021, that number grew to 7.3 million Other related hashtags include #zerowasteliving (957,000 posts),

#zerowastelifestyle (515,000 posts), and #zerowastehome (547,000 posts) There are also numerous accounts that use “Zero-Waste” in their handle It is evident that there is a large presence of Zero-Waste practitioners on social media, but this study will determine if these posts actually have an impact on the perception of young people on Instagram or not

4.3 Access to information on Instagram

Social media, particularly Instagram, serves as a suitable and inexpensive medium for accessing information and sharing knowledge Among the various social media options, Instagram is the preferred choice for many individuals With Instagram, young people's activities make an effective channel of knowledge sharing to convey ideas, actions, promotions, invitations, campaigns, and even social movements (Z Hidayat, Debra Hidayat, 2020) So, young people have good access to updated information on Zero-Waste on Instagram and thus are more ready to accept the concept Those who accessed more information from various sources were 2.39 times more likely to practice a Zero-Waste lifestyle compared to those who accessed fewer sources of information (Salma Arifah Maulana and Ni Made Utami Dwipayanti, 2022)

4.4 Gender impact on the perception of Zero-Waste lifestyle

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User characteristics such as gender play a key role in the intention to reduce plastic use or to engage with the topic of Zero-Waste (Aruta, J.J.B.R, 2021) Women ages 18-29 are one population that is more likely to participate in the Zero-Waste movement than others Women seem to be leading the way in influencing Zero-Waste practices on Instagram Our analysis revealed that around 93 % of posts with the #zerowaste hashtags were from individual female profiles and only 7% were from individual male profiles (Tauheed A Ramjaun, 2021) We also observed that the leading Zero Waste Instagram influencers seemed to be mostly females (Tauheed A Ramjaun, 2021) The Zero Waste lifestyle movement being promoted on Instagram is largely female-led which tends to confirm findings from previous studies arguing that women were more likely than men to engage in green consumption practices (Roberts, 1996; Gilg et al., 2005) A study conducted among consumers aged 19–24 found that the Zero-Waste concept is more widely known among women, who show a higher level of consumer Zero-Waste sensibility than men (Badowska, S., & Delińska, L.,2019)

5 Theoretical Framework and Research Hypothesis

5.1 Theoretical Framework

Gender, as an independent variable, significantly affects the perception and practice

of a Zero-Waste lifestyle Studies have shown that women are more likely to adopt a Zero-Waste lifestyle compared to men For instance, a study conducted at Udayana University found that female respondents were 3.68 times more likely to practice Zero-Waste compared to their male counterparts (Maulana, 2023).This is supported by the notion of the “green-feminine stereotype”, which suggests that eco-friendly behaviors are

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often associated with femininity, potentially discouraging men from adopting such behaviors to maintain a macho image (de Wilde, M., & Parry, S, 2022)

Social media usage significantly influences the perception of a Zero-Waste lifestyle Social media platforms like Twitter, Instagram, and Facebook have been instrumental in popularizing the Zero-Waste movement and connecting related communities (Hroncová, 2023) A study analyzing user communication on Twitter found that social media can influence consumer behavior around waste reduction, particularly plastic consumption, if the information comes from credible sources and can easily produce results (Hroncová, 2023) Moreover, social media has been found to have a stimulus role for green consumption among the younger generation, shaping their subjective norms and perceptions (Xie, S., & Madni, G.R, 2023) A study on Instagram communities found that these online platforms can create the potential for collective action by forging social networks of like-minded individuals, proposing an alternative to the social norms associated with climate change (Spiteri, Louise, 2021)

Finally, access to information significantly influences the perception and adoption of the Zero-Waste lifestyle A study conducted among university students found that those who accessed more information from diverse sources were 2.39 times more likely to practice the Zero-Waste lifestyle compared to those accessing fewer sources of information (Maulana & Dwipayanti, 2022) The “Zero-Waste City” initiative in China showed that the policy spread rapidly on social media platforms as soon as it was released (Gong & Ping, 2022) The study found that provinces with a high level of economic development had the highest communication intensity, indicating that access to information about the policy influenced the public's perception and participation in the initiative (Gong & Ping, 2022)

Dependent variable: Perception of Zero-Waste lifestyle

Independent variable: Gender; Social media usage; Access to information Mediating variable: Subjective norm

Control variable: Age

5.2 Hypothesis

5.2.1 Independent effects

H1: There are differences between males and females in their perception of a Zero- Waste lifestyle

H2: The use of social media platforms can influence young people's perception of a Zero-Waste lifestyle

H3: The more information young people have about the Zero-Waste lifestyle, the more likely they are to perceive it positively and adopt it.

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It was found that gender is significantly associated with Zero-Waste behavior (Maulana & Dwipayanti, 2022) Social media influencers have been identified as key players in promoting the Zero-Waste lifestyle trend They often share their experiences and applications of Zero-Waste living, contributing to the growing number of Zero-Waste enthusiasts around the world (Tauheed A Ramjaun, 2021) Social media has emerged as a significant platform for disseminating information about Zero-Waste; it has been found to

be an effective and environmentally friendly publicity approach for household waste management (Peng Jiang, 2021) Three hypotheses may be tested through data collection and statistical analysis

5.2.2 The mediating effects

H4: Subjective norms, or the perceived social pressure to engage or not engage in a behavior, mediate the relationship between the independent variables and the perception

of a Zero-Waste lifestyle.

The mediating effect of subjective norms on the relationship between independent variables (Gender, social media usage, access to information) and dependent variables (the perception of young people towards a Zero-Waste lifestyle) can be understood through the Theory of Planned Behavior (TPB) This theory suggests that subjective norms, along with attitudes and perceived behavioral control, can influence an individual's intentions and behaviors (Gong & Ping, 2022) (Wu, Shih-Wei, and Pei-Yun Chiang, 2023)

Subjective norms refer to the perceived social pressure to perform or not perform a behavior In the context of a Zero-Waste lifestyle, subjective norms could be the beliefs about whether significant others think one should engage in pro-environmental behaviors, such as recycling or reducing waste These norms can be influenced by various factors, including gender, social media usage, and access to information (Gong & Ping, 2022) (Wu, Shih-Wei, and Pei-Yun Chiang, 2023)

In conclusion, subjective norms mediate the relationship between the independent variables (Gender, social media usage, access to information) and the dependent variable (the perception towards a Zero-Waste lifestyle) by influencing individuals' perceptions of social expectations and pressures related to pro-environmental behaviors This suggests that interventions aimed at promoting a Zero-Waste lifestyle among young people could benefit from strategies that target subjective norms, such as using social media to share positive stories about Zero-Waste behaviors and providing accessible information about the benefits of such a lifestyle

5.2.3 The control effect

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H5: Age can influence the perception of a Zero-Waste lifestyle.

Research shows that young people's perception and behavior toward the Zero-Waste lifestyle can be influenced by several factors For instance, a study conducted among university students found that perceived behavioral control, perceived benefits, subjective norms, and moral values significantly affect Zero-Waste behavior (Maulana & Dwipayanti, 2022) Furthermore, a study conducted among college students found that factors such as sex, family type, and changes in the usage of disposables during the COVID-19 pandemic significantly influenced Zero-Waste behaviors (Choi, Eun-Hi, 2022) The control effect of age on the perception of a Zero-Waste lifestyle can be understood as the influence of various factors that shape young people's attitudes and behaviors towards Zero-Waste practices These factors can include their perceived behavioral control, perceived benefits, subjective norms, moral values, attitudes towards food waste, personal circumstances, and the broader societal context

5.2.4 Hypothesis development

Hypothesis 1:

H1: There are differences between males and females in their perception of a Zero-Waste lifestyle.

Hypothesis 2:

H2: The use of social media platforms can influence young people's perception of a Zero-Waste lifestyle.

Hypothesis 3:

H3: The more information young people have about the Zero-Waste lifestyle, the more likely they are to perceive it positively and adopt it.

Hypothesis 4:

H4: Subjective norms, or the perceived social pressure to engage or not engage in a behavior, mediate the relationship between the independent variables and the perception

of a Zero-Waste lifestyle.

Hypothesis 5:

H5: Age can influence the perception of a Zero-Waste lifestyle.

6 Research Methodology

6.1 Research Design

Purpose of the study:

The purpose of this study is to investigate the influence of social media on the perception of young people towards the Zero-Waste lifestyle This study aims to identify the relationship between various factors, such as gender, social media usage, and access to information, age, and their impact on the perception of Zero-Waste lifestyle The findings

of this study will provide insights into how social media can be used to promote

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sustainable lifestyles and encourage young people to adopt environmentally friendly practices

Extent of researcher interference:

The researchers will minimize interference by using a self-administered survey questionnaire, avoiding leading or suggestive questions, and providing clear instructions and explanations for completing the survey

Study setting:

The study will be conducted in organizations operating in a wide range of industries and sectors The sample will be drawn using a stratified sampling technique, and participants will be selected based on their affiliation with social media, specifically young people, and their perceptions

Research strategy:

This study will use a mixed-methods research approach, combining both quantitative and qualitative data collection methods The quantitative data will be collected using a survey, and the qualitative data will be collected using interviews The survey questionnaire will be designed based on the research questions and will include both closed and open-ended questions The interviews will be semi-structured, allowing for flexibility in the questioning and probing of responses

Unit of analysis

The unit of analysis for this study will be at the individual level, specifically, young people in the selected social media, including Instagram The study will focus on understanding the factors that influence the perception of young people and how it affects their sustainable lifestyle

6.2 Population and Sample

The target population

In this research, the population would be the young which includes all individuals within this age range who are currently employed in the various majors and sectors

The sample

The population for this research project is all individuals within the young age range who are currently studying or employed in various majors and sectors The sample for this study will be drawn from youngsters in different places in Hanoi The sample size will consist of 400 participants selected through a convenience sampling method

The inclusion criteria for the sample are as follows: participants must be aged 18-24 and have been using the Instagram platform Participants who do not meet these criteria will be excluded from the study

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