Abstract

This study aims to measure and analyze the role of social media, particularly Instagram, in encouraging Generation-Z participation in environmental communication. The research uses the Instagram account @pandawagroup as a research object to understand how social media platforms can be utilized to raise awareness and drive environmental action among young people. The research methodology employs a quantitative approach based on the Honeycomb Framework of social media, which includes key elements: identity, conversations, sharing, presence, relationships, and reputation. Purposive sampling was used to collect data by distributing a survey to followers of the Instagram account @pandawaragroup. The study’s findings indicate that the use of social media Instagram @pandawagroup has a significant effect of 32.2% on eco-friendly attitudes. The results show that Instagram @pandawagroup successfully leverages these elements to create an eco-friendly attitude among its followers. Using the identity element, @pandawagroup can establish a strong brand identity as one that cares about the environment. Sharing and having conversations are efficient ways to spread knowledge and improve engagement with followers. Content encouraging environmental initiatives and partnerships with local communities and influences strengthens one's presence and relationships. Testimonials and the accomplishments of environmental projects help to establish a reputation. Overall, this study demonstrates that structured and well-planned social media strategies can enhance Generation-Z participation in environmental issues. These findings provide insights for non-governmental organizations and other communities on the importance of social media in driving social and environmental change through approaches tailored to the characteristics and preferences of Generation-Z.