Empowering Youth Environmentalism: A Study of Pandawara Group’s Social Movement Campaign and Digital Communication

This research explores the social movement of Pandawara Group in their environmental cleanliness campaign through the TikTok platform. Using qualitative methods and a content analysis approach, this study examines the digital communication strategies employed by Pandawara Group. Applying the pro-environmental behavior and diffusion of innovations theory, the research explains the speed and effectiveness of the dissemination and adoption of their movement. The findings indicate that Pandawara Group has successfully inspired many people, especially the younger generation, to care about the environment through the content they share. Despite facing resistance from the public and challenges such as funding issues and bureaucratic hurdles, Pandawara Group remains consistent in their actions and has built a solid network of volunteers. The movement has spread internationally and continues to grow, demonstrating the significant potential of social media in driving social change and raising environmental awareness.