Plastic pollution is a major environmental concern in our fast-paced and ever-changing world (You et al., 2020). Plastic is the third-largest contributor to waste globally. It causes harm to the environment and human health (Chen et al., 2021). The yearly disposal of millions of tons of plastic waste leads to air, soil, and water pollution, which harms humans and animals (Lin & Nakamura, 2018).
Several programs have been launched to tackle the problem of plastic pollution, such as the Swachh Bharat Mission, GoLitter Partnerships Project, Prakriti Initiative, India Plastics Pact, Project REPLAN, and Un-Plastic Collective (UPC). Media has a vital role in shaping public opinion on climate change and environmental issues, including plastic pollution, using powerful and impactful messages and visuals (Chakravorty & Tilak, 2020).
Recently, Delhi, the capital city of India, banned the distribution, sale, manufacturing, stocking, and use of single-use plastic products with low utility and high littering potential starting on July 1, 2022. An exploratory study was used to gather critical insights from a cross-section of Delhi's youth in higher education institutions (HEIs) regarding new media literacy and engagement with the issue of plastic pollution. The researcher conducted focus group discussions (FGDs) with Delhi's youth in HEIs, who are active consumers of new media and stakeholders in combating plastic pollution. The researcher adopted Liu's (2011) framework on attention-grabbing factors within the agenda-setting theory for citizens' opinions on plastic pollution. The outcome of this study will provide a design for future initiatives to engage youth in sustainable practices related to plastic pollution.
