The Effect of Participating in A #CarbonNeutrality TikTok Challenge on Perception of Environmental Issues: The Interaction Effect of Environmental Involvement and Trust in Government

Abstract

As we move further into the digital age, social media is becoming an increasingly valuable platform for a range of stakeholders who seek to enhance public awareness of climate change. In this study, the impact of participating in a TikTok challenge promoting carbon neutrality on the adoption of pro-environmental attitudes among young individuals is investigated. The findings showed that participation in the TikTok challenge enhances the perception of environmental issues. Moreover, the level of trust in the government acted as a crucial moderator in how environmental involvement impacted the change of environmental perception brought about by the TikTok challenge. The TikTok challenge effects are discussed in the context of an active learning approach. The present study contributes to the understanding of how a form of social media participation can serve as an emerging intervention for promoting sustainable society.