The Influence of Social Networks on Environmental Awareness and the Social Responsibility of Generations

Severo, Eliana Andréa; Guimarães, Julio Cesar Ferro de; Dellarmelin, Mateus Luan; Ribeiro, Rossana Parizotto

doi:10.15728/bbr.2019.16.5.5

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Article • BBR, Braz. Bus. Rev. 16 (5) • Sep-Oct 2019 • https://doi.org/10.15728/bbr.2019.16.5.5 copy

The Influence of Social Networks on Environmental Awareness and the Social Responsibility of Generations

Authorship SCIMAGO INSTITUTIONS RANKINGS

ABSTRACT

With the advent of globalization and access to information, social networks came to be widely used by different generations. However, environmental issues have been causing global impacts, as well as issues of social vulnerability. Environmental awareness awakens new consumption habits, implementing a new socially responsible posture. This study aims to analyze the influence of social networks on environmental awareness and the social responsibility of Baby Boomers, Generations X, and Y, in the regions of South and Southeast Brazil. We use the methodology of quantitative and descriptive research, by means of the Structural Equation Modeling. The results highlight that individuals who are exposed to information (videos, photos, texts) related to social responsibility and environmental sustainability are positively influenced in the formation of social and environmental awareness. However, generation Y presented the lowest means of responses in the search for information on environmental and social issues. This is relevant to society, teaching institutions, government agencies, as well as companies, in order to promote actions and information on social and environmental responsibility, in order to engage Generation Y in sustainable development.

Keywords:
Social networks; Environmental awareness; Social responsibility; Generations

Construct	Definitions
Social/Environmental Networks (SEN)	SEN consists of questions taken from the premises that emphasize the people’s concern to access information about environmental practices, among which we highlight the themes of reducing environmental pollution (water, atmospheric), the production of clean and renewable energies, recycling and separation of waste, besides addressing the motivation of the individual to act for the benefit of the environment. The authors of the research developed those theoretical assumptions.
Social Networks/Social Responsibility (SSR)	SSR is composed of statements that are based on assumptions highlighting the actions of individuals in seeking information related to social responsibility practices, which can be expressed through voluntary work, the inclusion of people with disabilities, the appreciation of women in the work environment, respect and protection of children and adolescents, as well as people’s interest in the social activities of NGOs. The authors of the research developed those theoretical assumptions.
Environmental Awareness (EA)	The concepts of EA directly relate to the environmental behavior that stimulates actions of preservation of natural resources for future generations, as well as individuals’ environmental practices of recyclable and organic waste sorting, of reduction and reuse of water, as well as the adequate destination of electronic waste. We base these theoretical assumptions on Roberts and Bacon (1997Roberts, J., & Bacon, D. (1997). Exploring the subtle relationships between environmental concern and ecologically conscious consumer behavior. Journal of Business Research, 40, 79-89.), Vergragt et al. (2016Vergragt, P. J., Dendler, L., Jong, M., & Matus, K. (2016). Transitions to sustainable consumption and production in cities. Journal of Cleaner Production, 134, Part A, 1-12.) and Severo et al. (2018Severo, E. A., Guimarães, J. C. F., & Dorion, E. C. H. (2018). Cleaner production, social responsibility and eco-innovation: generations’ perception for a sustainable future. Journal of Cleaner Production, 186, 91-103.).
Social Responsibility Awareness (SRA)	SRA was developed based on the assumptions of consumer behavior that values the actions and practices of corporate social responsibility, among these are issues related to purchasing products and services from companies that have programs of engagement with the local community, ethical, honest and non-corrupt business actions, with guarantees of safety and quality of life at work, with respect for individual rights, without gender distinctions. We base these assumptions on Instituto Ethos (2015) and Gri (2015Global Reporting Initiative. (2015). G4 Sustainability reporting guidelines. Retrieved from https://www.globalreporting.org/standards/g4/Pages/default.aspx https://www.globalreporting.org/standard... ).

Observable Variables *	Factor Loadings	Commonality
Social/Environmental Networks (SEN)
SEN1) I usually watch/see videos/photos/texts on environmental pollution.	0.768	0.719
SEN 2) I usually watch/see videos/photos/texts on the use of clean and renewable energies.	0.784	0.696
SEN 3) I usually watch/see videos/photos/texts on recycling and waste sorting.	0.800	0.762
SEN 4) I usually watch/see videos/photos/texts on water pollution.	0.841	0.814
SEN 5) I usually watch/see videos/photos/texts on atmospheric pollution.	0.811	0.759
SEN 6) After watching/seeing a video/photo/text on environmental issues I feel motivated to adopt attitudes to improve the environment.	0.902	0.938
Mean 2.900; Standard Deviation 1.095; Cronbach’s alpha 0.941; KMO 0.895; Composite Reliability 0.970
Social Networks/Social Responsibility (SSR)
SSR1) I usually watch/see videos/photos/texts on volunteer work.	0.689	0.569
SSR 2) I usually watch/see videos/photos/texts on the inclusion of people with disabilities.	0.762	0.664
SSR 3) I usually watch/see videos/photos/texts appreciation of women in the work environment.	0.752	0.655
SSR 4) I usually watch/see videos/photos/ on the appreciation and respect of children and adolescents.	0.777	0.691
SSR 5) I usually watch/see videos/photos/texts on the social activity of NGOs.	0.716	0.644
SSR 6) After watching/seeing a video/photo/text on social issues I feel motivated to adopt attitudes to improve society.	0.681	0.562
Mean 3.304; Standard Deviation 1.024; Cronbach’s alpha 0.878; KMO 0.873; Composite Reliability 0.926
Environmental Awareness (EA)
EA1) I sort recyclable and organic waste at home.	0.504	0.395
EA2) In the company where I work, I sort recyclable and organic waste.	0.618	0.446
EA3) During the shower, I use the water aiming to minimize consumption.	0.532	0.372
EA4) I allocate electronic waste (alkaline batteries, batteries, lamps, cell phones) at collection points suitable for the processing of this waste.	0.782	0.636
EA5) I use environmental practices aimed at preserving natural resources for future generations.	0.773	0.644
Mean 3.467; Standard Deviation 0.947; Cronbach’s Alpha 0.718; KMO 0.735; Composite Reliability 0.801
Social Responsibility Awareness (SRA)
SRA1) Whenever possible, I seek to know if the company has programs of engagement with the local community before acquiring a product or service.	0.630	0.506
SRA 2) I consider it fundamental to acquire products or services from companies that have an ethical, honest and non-corrupt attitude.	0.693	0.519
SRA 3) Whenever possible, I seek to know if the company has health and safety measures to improve the quality of life of its employees before purchasing a product or service.	0.633	0.502
SRA 4) I consider it as paramount to purchase products or services from companies that do not use child labor and unfair remuneration.	0.720	0.576
SRA 5) I value companies that respect equal pay for men and women.	0.698	0.616
Mean 3.230; Standard Deviation 1.038; Cronbach’s alpha 0.773; KMO 0.760; Composite Reliability 0.833
Adequacy Measure by Kaiser, Meyer and Olkin (KMO)	0.913
Bartlett’s sphericity tests	34421.809
Level of significance	0.000

Constructs	SEN	SSR	EA	SRA
Social/Environmental Networks (SEN)	0.843^a
Social Networks/Social Responsibility (SSR)	0.604^b	0.676^a
Environmental Awareness (EA)	0.393^b	0.474^b	0.458^a
Social Responsibility Awareness (SRA)	0.538^b	0.523^b	0.548^b	0.507^a

Hypothesis				Initial Model		Final Model
				SE*	UE*	SE*	UE*
H1	Social/Environmental Networks (SEN)	→	Environmental Awareness (EA)	0.393	0.253	0.411	0.256
H2	Social Networking/Social Responsibility (SSR)	→	Social Responsibility Awareness (SRA)	0.523	0.443	0.551	0.476
	Social/Environmental Networks (SEN)	↔	Social Networks/Social Responsibility (RSS)			0.639^a	0.798^a

Integrated Model	X²	DF	X²/DF	CFI	NFI	GFI	AGFI	RMSEA	RMR	ECVI
Initial	4977.393	205	24.1	0.861	0.856	0.863	0.832	0.093	0.378	1.884
Final	3761.538	201	18.7	0.896	0.891	0.884	0.854	0.081	0.172	1.438

Hypotheses			Baby Boomers		Generation X	Generation Y	Chi-square difference (X²)
				SE	SE	SE	p
H3a	SEN	→	EA	0.441	0.410	0.390	***
H3b	SSR	→	SRA	0.561	0.439	0.545	***

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[1] *Eliana Andréa Severo E-mail: elianasevero2@hotmail.com