Predictors of Sustainable Behavioral Intention among University Students: The Moderating Effects of Organization-Public Relationship in Sustainability Expo 2024

Abstract

This survey research examined the predictors of sustainable behavioral intention among Bangkok University students, focusing on the moderating role of attitude toward Organization-Public Relationship (OPR). Purposive sampling and cluster sampling were employed to select 80 Bangkok University students who had attended the Sustainability Expo 2024 (SX2024). Data analysis via Variance-Based Structural Equation Model (VB-SEM) revealed that: 1) Exposure to public relations media of SX2024 had no significant effect on neither awareness on SX2024 nor OPR attitudes toward the main sponsors.  Conversely, awareness of SX2024 exerted a significant positive effect on both OPR attitudes and sustainable behavioral intention at the high level.  However, neither media exposure nor OPR attitude were found to have a significant direct impact sustainable behavioral intention. The findings demonstrated that the awareness gained from onsite experience at SX2024 was an influential driver that strengthened Thai university students’ trust, corporate reputation, organizational commitment, and community involvement regarding companies practicing Sustainable Development Goals (SDGs). These relationship outcomes subsequently contributed to stronger sustainable behavioral intentions among students in their daily lives. To better engage with Thai university students who are GEN Z more —the primary trendsetter of SDGs—the main sponsors of SX2024 should develop more targeted media strategies that resonate with university students’ specific values, expectations, and lifestyles.  Communicating the direct and personal benefits of SDG engagement is likely to be a critical factor in fostering sustained pro-environmental behaviors among this influential cohort.