Air Pollution In Delhi – Impact Of Digital Media On Denizen’s Behaviour

IJEP 41(11): 1284-1289 : Vol. 41 Issue. 11 (November 2021)

Geeta Singh*, Anirudh Goel, Shaurya Gulati, Mughil M. and Gaurav Karhana

Delhi Technological University, Department of Environmental Engineering, New Delhi, India


In recent years the capital city of India, Delhi, has experienced unprecedented levels of air pollution during October and November. Growing digitization efforts combined with low data prices facilitated an increase in digital media usage in India. The main objective of this study is to examine the relationship between air pollution levels and digital media activity and determine popular perception regarding digital media’s influence in combating air pollution. The aforementioned relationship was established by evaluating the average number of searches on google from August 2019 to January 2020 in conjunction with the spikes in pollutant concentration. Further, a qualitative analysis was conducted using an assiduously drafted questionnaire which was analyzed by the CART decision tree to explore the attitude and behaviour of people and their opinion on the influence of digital media to combat air pollution in Delhi. The findings underscored that digital media activity related to air pollution was quite high for October and November, a period which saw an acute increase in air pollution levels. The survey highlighted google as the most preferred and influential source of information related to air pollution. The socio-demographic characteristics played an essential role in the respondent’s preferences. The results of the survey underlined that digital media platforms are influential in fostering pro-environmental behaviours among the citizens. However, citizens are reluctant to take action against air pollution as they feel their role is limited.


Air pollution, Digital media, Pro-environmental behavior, Socio-demographic


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