Role of Social Media in Shaping Climate Change Awareness and Behavior: A Quantitative Evidence from Different Provinces of Afghanistan

Abstract

Climate change poses severe environmental, economic, and social challenges for Afghanistan, a country highly vulnerable due to its fragile institutional capacity and dependence on climate-sensitive livelihoods. In recent years, social media has emerged as a key platform for information dissemination and public engagement, particularly among youth and urban populations. This study examines the role of social media in shaping climate change awareness, attitudes, trust, perceived impact, and climate-friendly behavioral intentions in Afghanistan. Using a quantitative, cross-sectional survey design, primary data were collected from 250 social media users across five provinces: Kabul, Nangarhar, Herat, Balkh, and Kandahar. A structured questionnaire was employed, and data were analyzed using SPSS through descriptive statistics, reliability analysis, correlation, regression, mediation analysis, and provincial comparison. The findings indicate that social media usage has a significant positive effect on climate change awareness and attitudes, which in turn positively influence climate-friendly behavioral intentions. Climate change awareness and attitudes were found to partially mediate the relationship between social media usage and behavioral intentions. Trust in social media information and perceived impact further strengthened the influence of social media on climate perceptions. However, variations were observed across provinces, reflecting differences in access, exposure, and socio-demographic factors. The study contributes to the limited empirical literature on climate communication in conflict-affected contexts and highlights the potential of social media as a low-cost tool for enhancing climate awareness and promoting pro-environmental behavior in Afghanistan. The findings offer practical implications for policymakers, NGOs, and development organizations seeking to design effective digital climate communication strategies tailored to local contexts.