Publication

Abstract : Enhancing zero waste practices is crucial for addressing climate change and resource depletion. This study explores the social dynamics surrounding zero waste practices, with a focus on how social media shapes and reflects public engagement. By employing natural language processing and logistic regression, we analyzed 27,315 posts and 227,964 comments from the r/zerowaste subreddit (2018–2022). Using Social Learning Theory (SLT) and Lifestyle Movement Theory (LMT), the research uncovers patterns in community engagement, emotional responses, and support. The community shows a strong interest in questions, advice, and information sharing, with product recommendations and practical solutions fostering high levels of interaction. Informational posts often trigger anger and frustration, perhaps reflecting awareness of systemic challenges to sustainability. As the community increasingly discusses topics like repair and composting, the study highlights the importance of tailored communication strategies to engage and support resilient online communities in the pursuit of environmental sustainability.