Association Between the Quality of Agricultural Educational Content on Instagram and Urban Farming Self-Efficacy Among Urban Generation Z

Vanesa Aurelia; Taufik Setyadi; Wahyu Santoso

doi:10.55537/j-ibm.v6i1.1821

Authors

Vanesa Aurelia Universitas Pembangunan Nasional Veteran Jawa Timur
Taufik Setyadi Universitas Pembangunan Nasional Veteran Jawa Timur
Wahyu Santoso Universitas Pembangunan Nasional Veteran Jawa Timur

DOI:

https://doi.org/10.55537/j-ibm.v6i1.1821

Keywords:

educational content, Generation Z, Instagram, self-efficacy, urban farming

Abstract

Instagram is widely used to distribute educational information, including urban farming content. This cross-sectional study examined the association between perceived quality of educational content on the Instagram account @infarm.id and urban farming self-efficacy among urban Generation Z. A purposive online survey involved 120 respondents aged 18–29 years who lived in urban areas and had viewed @infarm.id educational content at least twice. The measurement and structural models were analyzed using partial least squares structural equation modeling in SmartPLS 4. Perceived educational-content quality was positively associated with urban farming self-efficacy (β = 0.794; t = 22.843; p < 0.001; 95% CI [0.706, 0.849]), and the model explained 64.1% of the variance in self-efficacy. Because the design was cross-sectional, purposive, and based on self-reported perceptions collected at one time point, the findings indicate association rather than causal impact or actual adoption of urban farming.

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