IMPACT OF SOCIAL MEDIA INFLUENCERS ON CLIMATE AWARENESS AND SUSTAINABLE LIFESTYLE

Project Report submitted in partial fulfilment of the requirement for the Trans -Disciplinary Project Centric Learning (TD-PCL) of Bachelor/ Master of Journalism and Mass Communication (BAJ/ MAJ)

Submitted By

Vasu Srivastava

USN: 24BAJR0026

Dhriti R

USN: 24BAJR0011

Kamal Preet Kaur

USN: 24BAJR0015

Pranav Jadhav

USN: 24BAJR0030

Srinidhi R

USN: 24BAJR0025

Under the Guidance of

Faculty Name: Dr. Abhilasha R assistant professor & head of department,

Department of Journalism and Mass Communication CMS Lalbagh Road

ABSTRACT:

This study examines the role of social media influencers in promoting climate awareness and encouraging sustainable lifestyle practices among young audiences. With the rapid growth of digital platforms, influencers have emerged as key opinion leaders who shape attitudes, perceptions, and behaviors, particularly among youth. Using a questionnaire-based approach, data were collected from social media users to analyze their exposure to climate-related content and its influence on awareness and daily habits such as consumption patterns, waste management, and eco-friendly choices.

The findings reveal that while influencers significantly contribute to increasing awareness, the translation of this awareness into consistent sustainable behavior remains limited. Factors such as credibility, relatability, and frequency of exposure play a crucial role in influencing behavioral change. The study highlights the importance of authenticity and trust in environmental communication and concludes that influencers can act as effective agents of change when their messaging aligns with factual, transparent, and ethical practices.

Keywords: Social Media Influencers, Climate Awareness, Sustainable Lifestyle, Digital Communication, Environmental Behavior, Youth Engagement, Green Marketing