The invention of single-use baby diapers came as a relief to most mothers who bore the burden of baby caregiving. The common practice is to dispose of both the diapers and the waste matter. However, this practice has been linked to various forms of contamination ranging from air, land, and water pollution. As a way of promoting responsible and sustainable discarding of single-use baby diapers, a social media skit was developed to educate baby caregiving women on appropriate disposal methods. The intervention took an ecofeminism perspective since women are traditionally socialized to be care givers and generally suffer the brunt of environmental degradation. The primary objective was to determine the efficacy of social media skits in bringing awareness as well as achieving attitudinal and behavioral changes with regard to proper separation of waste material at source. A quasi-experimental design was adopted that involved exposing 100 baby caregiving mothers using single-use baby diapers in an experimental group to an educative social media skit and then assess their levels of environmental awareness, attitudes as well as waste disposal practices. The same outcomes were also assessed on the control group comprising 100 women. Data was analyzed using one-way multivariate analysis of variance. The results indicated that social media skits have a statistically significant effect on environmental awareness, attitudes, and waste disposal practices. This chapter recommends the development and dissemination of social media skits through several online platforms that are accessible to most baby caregiving mothers.

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Disseminating Sustainable End-of-life Product Disposal Information Through Social Media Nudging

  • Paul Mukucha,
  • Tatenda Katsande,
  • Thulani Dube,
  • Divaries Cosmas Jaravaza,
  • Sharon Chisango

摘要

The invention of single-use baby diapers came as a relief to most mothers who bore the burden of baby caregiving. The common practice is to dispose of both the diapers and the waste matter. However, this practice has been linked to various forms of contamination ranging from air, land, and water pollution. As a way of promoting responsible and sustainable discarding of single-use baby diapers, a social media skit was developed to educate baby caregiving women on appropriate disposal methods. The intervention took an ecofeminism perspective since women are traditionally socialized to be care givers and generally suffer the brunt of environmental degradation. The primary objective was to determine the efficacy of social media skits in bringing awareness as well as achieving attitudinal and behavioral changes with regard to proper separation of waste material at source. A quasi-experimental design was adopted that involved exposing 100 baby caregiving mothers using single-use baby diapers in an experimental group to an educative social media skit and then assess their levels of environmental awareness, attitudes as well as waste disposal practices. The same outcomes were also assessed on the control group comprising 100 women. Data was analyzed using one-way multivariate analysis of variance. The results indicated that social media skits have a statistically significant effect on environmental awareness, attitudes, and waste disposal practices. This chapter recommends the development and dissemination of social media skits through several online platforms that are accessible to most baby caregiving mothers.