Abstract
Nations and governments across the globe have been putting efforts to make sustainability a part of the social consciousness. This paper explores awareness and understanding on sustainability and its resultant effect leading to behavioral changes among the UAE students. The focus of this investigation covers the level of awareness and understanding on sustainability; perception on community’s role in sustainability; opinions on media presentation of sustainability; behavior changes among the respondents; views regarding the impact of sustainability on life, and pledge and resolve towards sustainability. This study uses a deductive approach, with the Elaboration Likelihood Model (ELM) forming its theoretical framework, to look at whether and how environmental awareness messages were processed by respondents, deeply (central route) or superficially (peripheral route), influencing their effectiveness. It employs a quantitative survey method approach towards data collection on user perceptions. The key findings suggest a broad understanding of sustainability, with environmental protection and resource preservation for future generations emerging as the defining theme. Social media emerges as the primary source of information ascertaining that digital platforms are to play a crucial role in disseminating sustainability related information. On news media’s presentation on sustainability, findings call for localization of media coverage via collaboration with local experts and institutions, local case studies, community projects, and grassroots sustainability efforts. Findings on behavioral changes report a belief-practice gap. Findings summary, thus, advocate continuous structured awareness campaigns and policy-driven sustainability efforts as key to encourage more effective public engagement, improve tangible outcomes, and attain holistic impact.
Presenters
Rizwan WadoodFaculty, Applied Media, Higher Colleges of Technology, Abū Z̧aby [Abu Dhabi], United Arab Emirates
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
2026 Special Focus—Unseen Unsustainability: Addressing Hidden Risks to Long-Term Wellbeing for All
KEYWORDS
SUSTAINABILITY AWARENESS, BEHAVIOR CHANGE, UAE STUDENTS
