Drivers of Sustainable Behavioral Intentions among Students Participated in Sustainability Expo 2022
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Abstract
This survey research aimed to examine the drivers influencing sustainable behavioral intentions among students who participated in the Sustainability Expo 2022. The factors being examined included media exposure to the public relations media for Sustainability Expo 2022, cognition on the event management, and attitude toward sustainability development. A purposive sampling method was employed to select 79 students currently enrolled at Bangkok University, who participated in Sustainability Expo 2022, and the data was analyzed using Path analysis. The finding revealed that the model fits well with the empirical data. Students’ exposure to public relations media positively influenced their cognition on the event management with statistical significance. Students’ cognition on event management had a significant positive impact on their attitude toward sustainability development. Their attitude toward sustainability development had a significant positive effect on their sustainable behavioral intentions.
When examining the direct and indirect effect of each factor, the results revealed that both the cognition of the event management and the attitude toward the sustainability development had significant direct effects on students’ sustainable behavioral intentions. Additionally, cognition of the event management had a significant indirect effect on students’ sustainable behavioral intentions. However, students’ exposure to public relations media had a significant negative impact on their attitude toward sustainability development directly. In contrast their cognition on the event management had a significant positive influence on attitude toward sustainability development directly. Furthermore media exposure was not significant predictor of sustainable behavior intentions among students. The findings demonstrated the outcomes of the Sustainability Expo 2022 as perceived by students who are significant stakeholders of the sustainability development goals in Thailand. Responsible organizations can use the findings to plan the public relations campaign and event management of Sustainability Expo in the future in order to reach and increase sustainability behavior among Generation Z.
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