Sustainable awareness in the university: analysis of Reciclos program at Complutense University of Madrid
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Abstract
Currently, the dimensions of sustainability should be ingrained in the DNA of universities (Tilbury, 2010). Universities should promote an increase in awareness of sustainability. This article evaluates student participation in the "Reciclos" recycling program at UCM and their level of awareness of sustainable development. Additionally, the relationship between sustainability and the application of storydoing is presented to motivate users to move from theory to action (Luque de Marcos and Baraybar, 2018; Schiller, 2018). A content analysis is conducted on TikTok, and a survey is administered (N=150). The results highlight key factors for achieving sustainable communication. It is found that young people prefer useful content such as hacks, and although they have a high level of ecological consciousness, they are unaware of the dimensions of sustainable development.
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