Communication of University Sustainability towards Generation Z: A Focus Group Discussion

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28130%2F24%3A63580018" target="_blank" >RIV/70883521:28130/24:63580018 - isvavai.cz</a>

Result on the web

<a href="http://dx.doi.org/10.7441/dokbat.2024.12" target="_blank" >http://dx.doi.org/10.7441/dokbat.2024.12</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.7441/dokbat.2024.12" target="_blank" >10.7441/dokbat.2024.12</a>

Result language

angličtina

Original language name

Communication of University Sustainability towards Generation Z: A Focus Group Discussion

Original language description

This paper focuses on the communication of university sustainability towards Generation Z. The aim of the paper is to present the first part of a broader research that is realized at the Faculty of Multimedia Communication at Tomas Bata University in Zlín focuses on the communication of University Sustainability towards Generation Z. The first part of the research will include both qualitative and quantitative data collection, while the paper presents the results of qualitative research carried out through a focus group method. The aim of this part of research was to find out how students perceive the sustainability of universities and what are the key aspects of communicating this topic towards Generation Z. Qualitative research focusing on the behaviour of university students of Generation Z regarding the sustainability of universities was carried out through the focus group method, where 10 participants were involved. The result shows that Generation Z university students predominantly associate sustainability with responsible actions towards nature and the environment, emphasizing ecological practices, waste reduction, and material reuse. They highlight the essence of sustainability is preserving the planet for future generations and establishing processes that ensure long-term sustainability, both within companies and broadly across all sectors. In the field of communication, the research results found out that students prefer a neutral tone of communication using words that are not too complicated or extensive. Students also clearly agreed that the topic of sustainability should be communicated with respect. The students would also appreciate some form of enthusiasm for sustainability. It is possible to supplement the communication messages with a section on what has been achieved at the university in terms of sustainability, i.e. to communicate successes and positive messages. In the conclusion part of this paper is only outline of the future quantitative research that will follow on from the findings obtained through the focus group and based on the results of which a questionnaire survey will be carried out at universities in the Czech Republic.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50802 - Media and socio-cultural communication

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2024

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

DOKBAT 2024 - 20th International Bata Conference for Ph.D. Students and Young Researchers, Conference Proceedings

ISBN

978-80-7678-288-4

ISSN

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e-ISSN

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Number of pages

14

Pages from-to

146-160

Publisher name

Univerzita Tomáše Bati ve Zlíně, Fakulta managementu a ekonomiky

Place of publication

Zlín

Event location

Zlín

Event date

Sep 10, 2024

Type of event by nationality

EUR - Evropská akce

UT code for WoS article

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