ABSTRACT:
This research examines the extent to which young people in Lumbini Province, Nepal, in both rural and urban settings, are influenced by digital media on their sustainable purchasing habits. Faced with apparent differences in internet access—76% in urban areas versus 34% in rural areas—the study assesses whether digital content pertinent to sustainability has an equal impact across different regions. To determine the level of confidence 500 secondary-level students (250 rural, 250 urban) had in digital content, the importance they attributed to digital media in decision-making, and their satisfaction with online sustainability data, a stratified random sample of these students was surveyed. Statistical analysis, including regression models and chi-square tests, showed no significant discrepancies between rural and urban reactions in terms of reported significance and satisfaction. Among urban youngsters, though, a somewhat closer relationship between perceived importance and happiness was found. The results indicate a levelling effect whereby digital media encourages the same degrees of sustainable behaviour throughout areas despite infrastructural limitations. The results of this study inform policy advice aimed at strengthening inclusive digital sustainability plans in South Asia.