Home⇛International Journal of Multidisciplinary: Applied Business and Education Research⇛vol. 7 no. 4 (2026)

Assessing the Influence of Social Media Food Vlog Content on Students’ Sustainable Food Waste Management Practices: A Mixed-Methods Approach

Divina Paula J. Rios | Regie Boy B. Fabro

Discipline: Communications, Media, Journalism

 

Abstract:

This study examines the influence of social media food vlog content on students’ attitudes and practices regarding sustainable food waste management and the 3Rs (Reduce, Reuse, Recycle) in a public secondary high school in the Ilocos Region, Philippines. Food waste is a significant issue in the country, particularly in schools, where large student popula-tions contribute to the problem. With the growing use of social media among Filipino students, this research explores its potential as a tool to promote sustainable food waste management practices. A mixed-methods approach was employed, collecting data from 66 Senior High School students through surveys and focus group discus-sions. Quantitative data was analyzed using descriptive statistics and Pearson’s correlation to examine the relationship between students’ ex-posure to social media content and their 3Rs practices. Thematic analysis of qualitative data explored emotional and motivational factors influenc-ing behavior. Results show that students are moderately exposed to sustainability-related social media content, with platforms like Facebook, TikTok, and YouTube as primary sources. Social media content creators positively shape students’ attitudes, increasing awareness, motivation, and confi-dence. However, students’ engagement often remains passive, with a gap between awareness and consistent 3Rs practices. Emotional and motiva-tional factors, such as feelings of inspiration, guilt, peer influence, and a desire to make a difference, are key drivers of sustainable behavior. The study concludes that social media is a powerful platform for promot-ing sustainable practices. To bridge the gap between awareness and ac-tion, more engaging and actionable content is needed, alongside collabo-rative efforts from educators, policymakers, and content creators to em-power students to reduce food waste and foster sustainability.



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