Communication Marketing Capability Through Social Media to Improve Awareness of Climate Change Mediated by Green Knowledge Sharing (A Case Study of Indonesian and Japanese Students)

This study proposes a model of social marketing communication through social media to improve awareness of climate change among Generation Z. The comparative analysis between two nationalities on climate change communication so far is under research. This comparative study discussed the issue of two countries’ Generation Z: Indonesia and Japan. We conducted this comparative study between Universitas Dian Nuswantoro and Universitas Katolik De La Salle in Indonesia and the Tokyo University of Technology in Japan; data were collected by distributing questionnaires from January to March 2020, right before the outbreak of the Covid-19 pandemic. This research has withdrawn respondents of 200 sophomore students representing Generation Z in both universities with the criteria of frequent engagement in social media to have environmental awareness. This study revealed that hypothesis 1, social media communication marketing capability has a significant impact on climate change awareness, hypothesis 2, that communication marketing capability has a significant effect on green knowledge sharing, and hypothesis 3, that green knowledge sharing has a significant impact on climate change awareness. The research findings revealed that green knowledge sharing was essential in bridging the gap between communication marketing capability and climate change awareness. Therefore, to effectively improve climate change understanding among Generation Z, our research suggests including green knowledge sharing through social media. Students of both countries grabbed green knowledge sharing, and people can consider this study that represented two countries to improve how to communicate climate change awareness among Generation Z.


Introduction
The issue of climate change will undermine the achievements of the SDGs (sustainable development goals), so concrete steps are needed to seek a solution.The young generation of students, as the nation's successors, have the strategic capacity to play their part in contributing to climate change mitigation, for example, through campus greening or community services programs planting mangrove trees in coastal areas that experience abrasion due to the absence of beach wave-retaining plants.Universities can become living laboratories for climate change mitigation efforts.For students to play a role in climate change mitigation, efforts to raise awareness on the issue of climate change are essential through knowledge sharing.Climate change education to increase knowledge and understanding of the dangers of climate change must be pursued intensively through social marketing communications on social media [1,2,3,4].
UNESCO (United Nations Educational, Scientific and Cultural Organization) calls for intensifying climate change education for the younger generation [5,6].Increasing awareness of climate change in students through education is vital to strengthen awareness and active participation at all levels of society.So, universities play an active role as agents of change to increase climate change awareness through research and developing solutions to mitigate the negative impacts of climate change.The involvement of the younger generation of students in the issue of mitigating the adverse effects of climate change is critical.[7,8,9], These researchers revealed that campaigns, dissemination and education about climate change would affect students' knowledge levels [10].
This study aims to investigate creating a marketing communication capability model through social media by mediating knowledge sharing on the awareness of Indonesian and Japanese students on climate change.The novelty of this research is by proposing the model mentioned above.The cross-border model or international study on climate change as a comparative study between Indonesia and Japan is still being researched, as [1] stated.The researchers conducted a massive study covering all regions around the world, including Europe, North America, Asia & Pacific, Latin America, Africa and Oceania, taking a sample of 700,000 students.As we know, climate change is a severe global problem today; perceptions and knowledge form a platform that will reduce the negative impacts of climate change.If students are provided with education through proper communication, it will positively impact handling climate change.The study findings explain that first, the students are aware of climate change risk due to human activities and not solely due to ordinary natural processes.The risk of climate change explains that the issue of climate change actually lies in human behaviour, and of course, this can be prevented and managed correctly.Second, the views on climate change vary depending on which region the students come from.Students from Asia and the Pacific are more aware of climate change; this difference can occur because of the level of exposure that students face from the impact of climate change in each region.Climate change affects public health, so it should be the main concern of the international community.Climate change causes droughts, heat waves, abnormal rains, floods and storms, affecting the world's population as a whole.This requires an effort to maintain sustainability.Sustainability is an effort to overcome ecological problems, and social and economic capacity to prevent depletion of natural resources and maintain ecological balance.[22,23].

Social media marketing communication capability and its impact on Climate Change Awareness.
Various previous studies that examined the use relationship between social media communication and opinions, knowledge, awareness and attitudes towards climate change produced positive results for the audience.Communication via social media utilizing mobilization of environmental activists broadcast via the Internet significantly raises awareness about climate change [11], but in contrast, online discussion and online communication in mobilization, besides highlighting the positive impact on increasing climate change awareness, climate change mobilization, on the contrary, displays scepticism and harms understanding climate change.When the impact of climate change has not been felt in real life, scepticism and distrust of climate change develop.So, this can be categorized as a research gap [12].Social media marketing communication capability becomes a communication tool on climate change; people can contact each other with various news, participate and play an active role in debates, and even become a medium to influence individual awareness through perceptions of what is happening on this earth due to climate change.Many stakeholder groups, including religious leaders, politicians, scientists, and other groups, actively express opinions through debates and various scientific research to provide knowledge and awareness of the dangers of climate change [13].Social media marketing communications are also psychologically closer to citizens because the exchange of information between groups can personalize and create climate change [14].Apart from providing and exchanging information, climate change agents can use social media communication as a vehicle for mutual discussion and criticism of various government policies that are not friendly to environmental conservation [15].
Previous studies on the exploratory relationship of the impact of social media marketing communication on changes in people's awareness of climate change found that there is a denial that climate change exists and threatens the existence of the earth where we live.Furthermore, [14] argued that the issue of climate change causes a polarization of opinion in society between those who agree and disagree.As a research gap, a study conducted by [16,15,12] found that the theme of climate change increases public knowledge and awareness of the dangers to the earth and the community must be actively involved in efforts to prevent it.Consequently, social media can consistently be used to increase community involvement in action to make a real contribution to prevention.[20] convey that indicators of the success of social media communication marketing are as follows: 1. Desirability, namely providing information that is used as material for increasing knowledge and discussion, 2-enabling context, namely factors that facilitate access in the form of social media to the public, 3. Buzz, namely, giving and receiving feedback from the public about their experiences related to questions and testimonials on topics related to climate change.The following is the hypothesis proposed in this study: H1.Social media marketing communication capability significantly and positively impacts Climate Change Awareness.

Social media marketing communication capability and its impact on green knowledge sharing
Knowledge sharing occurs when individuals impart knowledge or obtain knowledge from others.Knowledge sharing is also a process of exchanging activities between individuals, groups or organizations (Ahmed et al., 2018).Knowledge sharing is a communication of knowledge that allows it to be learned and applied by the recipient.Social media platforms provide opportunities for exchanging and flowing information between people in various parts of the world through databases and search engine optimization (SEO) [18].This researcher also found that social media communication can provide varied contexts, including cross-border culture, work tasks, consumers, business people, competitors, and sports.Various previous studies have also revealed that various organizations encourage their employees to share information and knowledge through various social media platforms because social media also provides information flow between teams and organizational stakeholders.[19].
Communication through social media platforms offers the uniqueness that thousands and even millions worldwide interact and share online content.Communication via social media is almost everyone's daily activity, changing people drastically to contribute knowledge and share experiences with friends, family, and even markets [17].There are three indicators in social media communication and their influence on knowledge sharing, namely 1. Knowledge seeking, because people are born without knowledge, knowledge must be sought, obtained and studied, 2. Knowledge contributing, communication via social media contributes knowledge to others, 3. Social interaction communication via social media facilitates social interaction with fellow human beings in all corners of the world through various media on the Internet, for example, tube, Twitter, Instagram, and Facebook [18,20,21].Here based on various previous research findings, the hypothesis can be formulated as follows: H2: Social media marketing communication capability has a significant and positive impact on green knowledge sharing 1248 (2023) 012027 IOP Publishing doi:10.1088/1755-1315/1248/1/0120274

Knowledge sharing and its impact on climate change awareness
The study conducted by [22] revealed that green knowledge sharing via social media is effectively carried out through networking and psychological processes.This study reveals that green knowledge sharing significantly increases public awareness about climate change.Through their research, [15] revealed the effect of green knowledge sharing via social media as a soft power to increase public awareness and community engagement on climate change.As a result, green knowledge sharing via social media has a positive and significant effect on increasing awareness of climate change.In addition, the research also revealed that public figures have a significant impact in influencing the public to have knowledge and increase awareness of climate change.These celebrities can act as soft diplomacy in promoting climate change.This study is also supported by [21], which suggests that companies can also use green knowledge sharing to improve the company's reputation and credibility complying with environmental awareness, including climate change.Corporate entities represent groups of company members and community members, in this case, the company's consumers.The research conducted in India on 283 companies concluded that green knowledge sharing significantly affects corporate environmental performance, including climate change.The indicators of green knowledge sharing consist of 1. Green knowledge exchange of information, 2. Green initiative on recycling and reuse, 3. Green commitment to regulatory compliance.We propose the hypothesis as follows:

Respondent Profile
This study involved student respondents from Dian Nuswantoro University, Universitas Katolik De La Salle and Tokyo University of Technology.The sampling technique was carried out purposively; the criteria were 1.The respondents were sophomore students (4 th semester) from both countries, 2. The students were familiar with social media and used it for at least 2 hours a day, 3. The students read articles, and pictures, attended seminars online or interactive explanations through You tube and so on.The distribution of the questionnaires was carried out through online surveys and partly carried out by direct interviews with the help of translators when conducted in Japan.The number of samples taken proportionally was 100 students at Dian Nuswantoro University and Universitas Katolik De La Salle and 100 students at Tokyo University of Technology, respectively; the total respondents were 200 students.The survey took place in February 2020, right before the Covid-19 pandemic.

3.2.Model Testing and Data Analysis
This analysis technique used PLS-SEM and the following convergent validity is a collection of indicators that describe latent variables to measure the validity of each indicator and construct.The relationship between indicators and constructs is valid in PLS-SEM when the factor loading value exceeds 0.7.

Composite Reliability.
Outer model measurements need a reliable construct with a composite reliability value of more than 0.7.Table 3 shows that the values are reliable and meet the required criteria.

3.4.Inner Model Testing (Structural Model).
After testing the outer model meets, testing the inner (structural model) is carried out.The measurement of the inner model test by looking at the R-Square value of the dependent construct and the T-statistic value based on the path coefficient test.The higher the R-Square value, will be the better the research model.In contrast, the path coefficient value specifies the significance level in hypothesis testing.The determination test or analysis of variance (R 2 ) aims at determining the impact of the independent variables on the dependent variable.Table 5 shows the coefficient of determination.The R-Square value shows that the social media marketing communication capability and climate change awareness variables can explain the social media marketing communication variable by 52.8%, and other constructs outside the examined variables in this study explain the remaining 47.2%.6 indicates the result of hypothesis testing; it shows that all proposed hypothesis testing in this study is statistically and significantly proven.The results of this study strengthen the significant impact of social media marketing communication on climate change awareness (H1), with a P-Value of 0.001.Furthermore, the social media marketing communication capability significantly impacts climate change awareness (H2) with a P-value of 0.000.Green knowledge sharing has a significant impact on climate change awareness (H3), with a P-Value of 0.000.

TABLE 4. Validity and Reliability Test
Social media marketing communication capability nowadays becomes a subset of marketing discipline to describe effective communication strategies for convincing people to enhance their awareness and change people's behavior.The efforts to change people's behavior can be undertaken by social marketing to include environmental and climate change awareness [17,18].This study finds out that social media marketing communication capability has a positive and significant impact on climate change awareness among the students of Indonesia and Japan.The media for Indonesian students to comprehend climate change are mostly Tik Tok and Instagram reel stories.In contrast, Japanese students are more eager to employ online comics on Twitter, Instagram and Facebook.The loading factor of desirability situates the most considerable value (.740); the desire to provide information on climate change is dominant in both Indonesian and Japanese students.Students are aware that climate change occurs and seek information on why it happens and what will be the consequences after they are knowledgeable about the case, they are not reluctant to share to provide to others; this finding is in line with the previous study [19].Therefore, the students of both countries can be the enabler for the campaign of climate change awareness (.735); this finding relates to the previous study done by [1], that students of Asia and Oceania are more aware since they experience the adverse impact of climate anomaly such as unusual weather and temperature, the fiasco of agriculture paddy harvest.The students are also willing to be a buzzer of climate change knowledge and awareness (.732), as also stated by [1] in their previous study on international students' climate change awareness.
The hypothesis that social media marketing communication capability has a significant and positive impact on green knowledge sharing means that the effect of constant social media communication leads the green knowledge sharing enhancement.The students of both countries have the capacity to have knowledge seeking (.735); in addition, when the curriculum obliges them to deepen their environmental awareness, this makes the students facilitate themselves to have knowledge seeking on environment conservation and climate change.Furthermore, the students of both countries are willing to contribute their knowledge to others.Social interaction (.790) among the students of both countries is also dominant in interaction with their communities among generations Y and Z.This finding is relevant to the previous research undertaken by [4], that students tend to easily mingle among them no matter their citizenship particularly when they have their common interest on climate change.
The hypothesis that greens knowledge sharing has a positive and significant impact on climate change awareness means that students of both countries are willing to share the green knowledge that they previously acquired knowledge seeking on environment preservation and climate change.The dominant loading factor is a willingness to understand and learn about climate change (.725).The students of both countries are also aware to acquire information regarding climate change (.702) eagerly.They can share their knowledge and awareness with others, particularly in the same cohort of Generation Z.This finding is relevant to the previous study conducted by [22].

Conclusion
The study concluded that the student's Generation Z of Indonesia and Japan are individuals willing to learn, adapt, seek information on climate change and share to others of what their knowledge.Climate change awareness through social media communication has given fruitful and valuable knowledge and awareness; this, most importantly, will be a precursor to the agent of change to stimulate and transform others on climate change knowledge and awareness.

Limitation
This study has limitations in that students of both countries were unified in the same respondents; the following research should be separated into two groups to distinguish the traits of Indonesian students and Japanese students, respectively.Respondents were also withdrawn from those who have preliminary information and knowledge on climate change.The following agenda the choice of the respondents can be for those unfamiliar with climate change.

H3:
Green knowledge sharing has a positive and significant impact on climate change awareness The indicators representing climate change awareness include 1, awareness to acquire information, 2. Awareness to understand and learn information, 3. Awareness of sharing information concerning climate change.

TABLE 1 .
Student respondents' profiles of Indonesian and Japanese.