Digital pathways to sustainability engagement in higher education: the sequential role of social media, awareness, and attitudes

Purpose This study aims to examine how social media platform use is associated with sustainability engagement among university students by investigating the sequential mediating roles of sustainability awareness and sustainability attitudes. Grounded in social cognitive theory (SCT) and the knowledge–attitude–practices (KAP) framework, the study aims to explain how digitally mediated sustainability communication is linked to sustainable consumption and pro-environmental behaviour within higher education. Design/methodology/approach A quantitative research design was used using survey data collected from undergraduate and postgraduate students enrolled in Jordanian public universities. A total of 867 valid responses were obtained using a non-probability convenience sampling approach with voluntary participation. Measurement items were adapted from established scales and assessed using a five-point Likert scale. Data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) with SmartPLS to evaluate the measurement model and test the proposed sequential mediation model. Findings The results indicate that use of social media platforms is positively associated with sustainability awareness (ß = 0.590, p < 0.001), which in turn is positively associated with sustainability attitudes (ß = 0.605, p < 0.001). Sustainability attitudes significantly predict sustainability engagement (ß = 0.630, p < 0.001). Further, a significant sequential mediation effect was observed (indirect ß = 0.225, p < 0.001), demonstrating that sustainability awareness and sustainability attitudes jointly explain how social media platforms translate into students’ sustainability engagement. Originality/value This study contributes to the sustainability literature in higher education by empirically validating a process-orientated, sequential pathway linking sustainability engagement to social media use. By integrating SCT with the KAP framework, the study advances understanding of how digital environments shape sustainability engagement beyond direct-effect models. The findings provide practical insights for universities and policymakers on how to strategically design digital sustainability communication to support student engagement, particularly in resource-constrained higher education contexts.