ABSTRACT
This study explores the role of social media in influencing the littering behavior of tourists and examines its relationship with attitude change, social norms, perceived behavior control, behavioral intention, and actual behavior. The survey-based research collected data from 120 respondents in Islamabad and Rawalpindi in December 2022. The study found a low positive association between social media and attitude change as well as the social norms of tourists. However, social media as a source of information did not directly predict the actual behavior of tourists regarding littering. Nevertheless, there was a low positive relationship between social media usage and the actual behavior of tourists in terms of littering. The study suggests that content and campaigns against littering on social media can positively influence and discourage littering habits among tourists and the public. In summary, the study highlights the potential of social media in driving positive changes in tourists’ littering behavior.
