Title: Leveraging social media influencers for environmental activism in Kyrgyzstan

Authors: Nicolas Hamelin; Makhabat Kambaralieva

Addresses: American University of Central Asia, Bishkek, Kyrgyzstan SPJAIN Neuroscience Lab, Sydney, Australia ' UNDP, 160 Chui Avenue, Bishkek, Kyrgyz Republic 720040, Kyrgyzstan

Abstract: This study explores Kyrgyz citizens' attitudes towards pro-environmental behaviour (PEB) and the potential influence of social media influencers in promoting PEB. Surveying 1,455 respondents in Kyrgyzstan, a nation grappling with air pollution and government corruption, the study employs the theory of planned behaviour to gauge citizens' PEB intentions and how to enhance them. The research reveals that PEB is often driven by self-interest, notably respondents' health concerns. Educating people about pollution's health hazards can boost PEB, given its severe effects, including respiratory infections and premature death. Social norms also shape PEB intentions. Leveraging influencers for PEB promotion can foster a more favourable environmental attitude. Targeting women in future environmental campaigns is advisable, as they exhibit a stronger inclination towards PEB and influencer followings. The study underscores citizen action's significance in driving environmental change, especially in corruption prone nations like Kyrgyzstan. Environmental communication emerges as a potent tool for PEB promotion, underlining the theory of planned behaviour's crucial role in understanding and encouraging pro-environmental behaviour.

Keywords: pro-environmental behaviour; PEB; theory of planned behaviour; TPB; Kyrgyzstan; air pollution; influencer marketing.

DOI: 10.1504/IER.2023.134979

Interdisciplinary Environmental Review, 2023 Vol.23 No.2, pp.158 - 180

Received: 01 Jun 2023
Accepted: 06 Aug 2023
Published online: 22 Nov 2023 *

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