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

Muhammad Noor Al Adwan (), Asmaa Hegazy, Shaimaa Ezzat Basha, Aesha Mamdouh, Mohmad El hAjji, Bakhita Alketbi and Hossam Fayez
Additional contact information
Muhammad Noor Al Adwan: College of Communication and Media, Al Ain University, Abu Dhabi P.O. Box 112612, United Arab Emirates
Asmaa Hegazy: College of Arts, Humanities and Social Sciences, University of Khorfakkan, Sharjah P.O. Box 18119, United Arab Emirates
Shaimaa Ezzat Basha: Department of Psychology, University of Fujairah, Fujairah P.O. Box 2202, United Arab Emirates
Aesha Mamdouh: Faculty of Specific Education, Minia University, Minia P.O. Box 61519, Egypt
Mohmad El hAjji: Arabic Department, Journalisme and Media Faculty, École Supérieure de Journalisme de Paris, 92800 Puteaux, France
Bakhita Alketbi: College of Communication and Media, Al Ain University, Abu Dhabi P.O. Box 112612, United Arab Emirates
Hossam Fayez: Faculty of Specific Education, Minia University, Minia P.O. Box 61519, Egypt

Sustainability, 2025, vol. 17, issue 13, 1-15

Abstract: The current study investigates the effect of Public Relations Campaigns in environmental education and attitudes toward environmental sustainability, and behavioral intentions among university students in the United Arab Emirates and Egypt. The questionnaire was applied to a sample of 712 male and female students from Al Ain University in the UAE and Minia University in Egypt. Theoretically supported by the theory of planned behavior (TPB), structured questionnaires were used for data gathering. Data was analyzed using partial least square–structural equation modeling (SEM), which revealed the positive effect of Public Relations Campaigns on providing environmental education and awareness among UAE Emirati and Egyptian students. Results showed a positive effect of Public Relations Campaigns on the students’ attitudes towards environmental sustainability. Finally, the effects of Public Relations Campaigns on the behavioral intention of the UAE Emirati and Egyptian students also remained positive. Overall, the results imply that Public Relations Campaigns significantly improve environmental education, shape positive attitudes toward environmental sustainability, and affect behavioral intentions among UAE and Egypt university students. 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 Public Relations Campaigns in creating trust between organizations and the public while encouraging social responsibility. The study makes a dual contribution: theoretically, it expands knowledge on the relationship between public relations strategies and environmental awareness among young academics, a group influential in societal change. Practically speaking, it provides practical recommendations for educational institutions and environmental stakeholders on how to design more effective public relations campaigns to target university students and increase their level of environmental engagement.

Keywords: public relations campaigns; environmental sustainability; attitudes; environmental awareness; behavioral intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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