Spreading awareness about environmental sustainability through influencers. A case study from the Czech Republic
2023
Abstract
Social networks are a new source of information, especially for young people from
Generation Z. The most popular social networks are Instagram, Facebook, YouTube and particularly TikTok. Here we can therefore look for opportunities to spread awareness of environmental sustainability and sustainability-related topics. As the quantitative research conducted here shows, Generation Z follows influencers primarily on Instagram. However, there are very few such profiles here and they tend to focus on either an isolated topic such as sustainable fashion or environmental sustainability connect with current situation in society.