Championing Sustainable Practice of Reusable Face Masks: Framing TikTok Campaign of #EcoInfluencers

Abstract

The pandemic not only brought the surge of the virus and fear but also led to a heavy environmental toll unfolding the proposition of increasing face mask waste, resulting in an ongoing threat vis-à-vis the environment. The aim of the study is to encourage climate dialog to environmental activism through TikTok, dovetailing awareness as part of coalescing efforts on reusable face masks over single-use face masks. This study employed two-fold qualitative processes: Photovoice and Focus Group Discussion (FGD) in exploring the meanings of unsustainable practices of disposable facemasks. A different point of view was centered on the modification of attitudes and providing social awareness of the use of disposable face masks. Despite the strong stances against face mask, all participants agreed that facemasks will be in commonplace even the ebbing of the pandemic, but their wavelengths are firm to reinforce simple change mitigating the impact of plastic waste and that is to take advantage of imparting information via TikTok. The highlights and implications of the study revealed an onset for empowering purpose towards environmental interest as eco-influencers who will encourage stewardship as conduits for sustainable practices. Redefining Environmental Engagement In the age of social media where alternative platforms pave the road onto relaying news mainstream and promoting brand awareness, this comes the opportunity to voice out environmental activism for stewardship; and a social platform emerging in popularity hub is TikTok, since it has set to be a convenient social avenue in providing discourse related to sustainability issues and raising environmental concerns (Hautea, et al., 2021; Basch, C, 2022). Reasons can be pointed to the result of the viewer's broad reach; its popularity in discussing various topics does not last for hours. Furthermore, as opposed to other social media sites, another significant advantage of TikTok is that videos uploaded to the platform may be good for popular opinion seen online on any search engine or digital system that has an internet connection (Basch, 2022). As a result, users can easily access TikTok clips, brands, or videos that have been allocated with the same

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