From likes to lights: Social media’s influence in promoting renewable energy towards Indonesian students

Abstract

The growing significance of social media in raising awareness about renewable energy and sustainability is undeniable. This study explores the relationship between social media information and students' awareness of renewable energy using the Information Adoption Model. An online survey collected responses from 122 university students across Indonesia, encompassing undergraduate and postgraduate participants with prior knowledge or interest in renewable energy. The data were analyzed through Partial Least Square Structural Equation Modeling (PLS-SEM) and fuzzy-set Qualitative Comparative Analysis (fs-QCA). The findings reveal that argument quality and the need for information significantly enhance students' awareness of renewable energy in both analyses. This highlights the effectiveness of well-structured arguments and the critical role of information-seeking behavior in fostering awareness. Conversely, source credibility showed no significant impact on awareness, attributed to concerns about the accuracy and reliability of social media content. These results underline the importance of prioritizing informational content and argument quality over source credibility in promoting renewable energy knowledge through social media platforms. This study emphasizes the need for policymakers to leverage social media by ensuring the dissemination of accurate and reliable information. By focusing on high-quality arguments and addressing users' information needs, social media can effectively raise awareness about renewable energy and encourage sustainable behaviors, particularly among university students. The findings provide valuable insights into optimizing social media as a tool for promoting renewable energy awareness and advancing sustainability goals.

Keywords

• Social media information
• information adoption model
• renewable energy awareness
• PLS-SEM
• fs-QCA

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