Social Media Platforms and their Digital Carbon Footprints: Analyzing Awareness level of Social Media Users of Punjab, Pakistan

Abstract

Abstract The increasing use of social media platforms has raised concerns about its environmental impact in terms of digital carbon footprint. This research aims to analyze the awareness level of social media users in Punjab, Pakistan, regarding the concept of digital carbon footprint, and to identify the pro environmental behaviors that can encourage social media users to reduce their social media usage. Quantitative approach with survey research design has been used to reach the desired objectives. The research was carried out under the umbrella of Theory of planned behavior. A simple random sampling technique was employed to select sample (n = 335) respondents between the ages of 18 and 26 from the cities i.e. Lahore, Okara, Faisalabad, and Rawalpindi, Pakistan. The findings reveal a lack of awareness among social media users in Punjab regarding digital carbon footprint. However, the results also highlights the potential of pro-environmental behavior as a means to reduce social media usage which indirectly decreases the digital carbon footprint., Ultimately, this research aims to foster a more environmentally conscious digital society by promoting responsible social media use and reducing the digital carbon footprint.