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The environmental and climate issues have long been a topic of discussion among society. These issues seem to concern only companies or governments, but more individuals are needed to engage with the improvement of the environment and climate. Today, much of the discussion about climate change takes place in the space provided by social media (Anderson, 2017), where videos can also generate emotion and provide space for audiences’ online and offline action (Askanius & Uldam, 2011). Therefore, YouTube videos are expected to play a role in this. This paper takes Liziqi, an excellent YouTuber, as an example to study. Her videos always show natural, rural and sustainable lifestyles, which can be used to study whether the audience will discuss environmental protection and sustainability in such video content. This research aims to discuss the role of social media influencers in promoting a sustainable lifestyle.

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The life of cucumbers黄瓜的一生丨Liziqi Channel

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For this study, the content analysis method will be adopted in this research, which is a systemic, objective, and quantitative way to analyse recorded information (Wimmer & Dominick, 2006). Liziqi's videos are divided into five themes, and in this study, the most popular videos in each theme will be used as the analysis objects. The five videos' comments were extracted and then filtered through keywords to get comments related to sustainable lifestyles. After that, the 50 most liked comments will be selected, which will then be coded and analyzed from a functional perspective. Using content analysis can help research to what extent the comments reflect discussions about sustainable lifestyles and how often they occur, answering the research question and giving an overview of audiences' interaction with social media content.

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-In the sample comments, the two most mentioned are the "green lifestyle", which refers to using green products, like eating organic food or using natural products, and "recycling lifestyle", which refers to reducing waste and recycling.

-Nearly half of the sample comments made suggestions about sustainable living and protecting the environment.

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Anderson, A. A. (2017). Effects of social media use on climate change opinion, knowledge, and behavior. In Oxford Research Encyclopedia of Climate Science.

Askanius, T., & Uldam, J. (2011). Online social media for radical politics: Climate change activism on YouTube. International journal of electronic governance, 4(1-2), 69-84.

Wimmer, R. D., & Dominick, J. R. (2006). Mass media research: An introduction. Belmont: Thomson Wadsworth.