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Investigating the Role of Public Relations Campaigns in Environment Awareness Among University Students

Submitted:

29 January 2025

Posted:

29 January 2025

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Abstract
Environmental challenges are increasing, requiring global attention. In this regard, the role of PR and communication campaigns remains influential. This research also investigates the effect of Public Relations (PR) campaigns and environmental education, attitudes toward environmental sustainability, and behavioral intentions among university students in the United Arab Emirates and Egypt. Theoretically supported by the theory of planned behavior (TPB), structured questionnaires are used for data gathering. Data analyzed by using Partial Least Square- Structural equation modeling (SEM) revealed the positive effect of PR campaigns on providing environmental education and awareness among Emirati and Egypt students. Results also showed a positive effect of PR campaigns on the students’ attitudes towards environmental sustainability. Finally, the effects of PR campaigns on the behavioral intention of the Emirati and Egypt students also remained positive. Overall, the results imply that PR campaigns play a significant role in improving environmental education, shaping positive attitudes toward environmental sustainability, and affecting behavioral intentions among university students in the UAE and Egypt. These results emphasize the significance of PR initiatives in encouraging environmental awareness and promoting pro-environmental behaviors within educational settings. Also, the results highlight the effectiveness of PR campaigns in creating trust between organizations and the public while encouraging social responsibility. Finally, study implications and limitations are discussed.
Keywords: 
Public Relations Campaigns; Environmental Sustainability; Attitudes; Environmental Awareness; Behavioral Intention
Subject: 
Arts and Humanities  -   Other
Copyright: This open access article is published under a Creative Commons CC BY 4.0 license, which permit the free download, distribution, and reuse, provided that the author and preprint are cited in any reuse.

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