From Likes to Lifestyle: Exploring the Gap Between Online Environmental Advocacy and Offline Sustainable Practices

Abstract

Digital platforms are considered influential for advocacy, awareness, and collective action on environmental issues through hashtags and online campaigns. However, in everyday life, this digital environmental activism does not always translate into environmentally responsible behavior. This discrepancy raises an important question: why do people endorse environmental causes online but struggle to adopt sustainable habits offline? To explore this, the study adopted an integrative review methodology to synthesize existing evidence on sustainable behavior change in everyday life initiated by digital campaigns and engagement on global environmental issues such as plastic pollution, water conservation, recycling, sustainable consumption, and biodiversity protection. To capture multidisciplinary evidence, literature was searched from 2015 to 2026 across The Directory of Open Access Journals (DOAJ), Google Scholar, Semantic Scholars, and other publicly available and published policy reports on the portals of national ministries and UN agencies. A thematic synthesis grounded in moral licensing and the theory of planned behavior was conducted to study what psychological and social factors contribute to the gap between online advocacy and offline behavior. Our findings are discussed in three interrelated themes to study this disconnect: a) convenience over commitment, b) digital participation in environmental campaigns as symbolic participation, and c) can awareness alone change behavior? The study suggested the significance of moving beyond awareness-driven campaigns towards behavior-change communication (BCC), as online environmental activism may foster awareness and symbolic engagement temporarily; yet, to translate the initiatives into meaningful and sustainable ways, the review proposed that a BCC-informed LIFE pathway may help future empirical evidence to study how digital environmental activism embedded with BCC principles can support persistent behavioral change in real-life settings.