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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50802 - Media and socio-cultural communication

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2024

Kód důvěrnosti údajů

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

Název statě ve sborníku

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

ISBN

978-80-7678-288-4

ISSN

—

e-ISSN

—

Počet stran výsledku

14

Strana od-do

146-160

Název nakladatele

Univerzita Tomáše Bati ve Zlíně, Fakulta managementu a ekonomiky

Místo vydání

Zlín

Místo konání akce

Zlín

Datum konání akce

10. 9. 2024

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

—