104
J. M. P. Ribeiro et al.
researchers and operational staff from these four projects. The results demonstrate
challenges for sustainable development initiatives in universities on a communication
level. Based on these four cases, this article identified ways to overcome institutional
communication obstacles for green campus initiatives at universities.
Keywords Green campus · Communication and information · Sustainable
development · Education for sustainability
1 Introduction
Green campus includes models of action for the promotion of sustainability in universities. They consist of strategies to develop campus infrastructures with the goal
of reducing negative environmental impacts and providing an environment which
positively affects social development, with a focus on innovative actions towards
sustainable management. Ribeiro et al. (2017) defined categories for green campus analysis. The categories are mainly linked to the maintenance of universities’
internal resources, areas which negatively impact the environment or society, and
large monetary expenditures. The main categories for green campus analysis are:
clean energies, energy efficiency, water efficiency, sustainable transportation, education, waste management and communication for sustainability (Alshuwaikhat and
Abubakar 2008; Patel and Patel 2012; Saleh et al. 2011).
Communication is essential in all spheres of life. It is a social process that starts
from childhood and continues throughout the entire development of an individual
(Genç 2017). It is the development and the influx of senses and information between
emitters and receptors (Baldissera 2000; Pereira and Herschmann 2002). Consequences from communication failures can bring severe problems to organizations
and projects. Once the information is misunderstood and continues being misinterpreted, it creates a “snowball” effect. The problem can worsen and become almost or
completely irreversible. Therefore, it is necessary to establish relation channels which
are able to inform students, employees, suppliers, community and the whole society,
as well as to mobilize, involve, educate and introduce changes to the organization and
its stakeholders. It is also necessary for this to happen continuously and permanently,
not in a fragmented process, as part of a global management, with broader strategies
for the creation of a sustainability culture within societies (Cabestré et al. 2008; da
Conceição Golobovante 2010).
The approached topics of this article, which are communication for sustainability
and green campus initiatives are directly related to the Sustainable Development
Goals. These initiatives contribute to the achievement of SDG’s (7) affordable and
clean energy, (9) industry, innovation and infrastructure, (11) sustainable cities and
communities, (13) climate action and (17) partnerships for the goals (United Nations
2018).
A series of eight interviews were conducted with managers and coordinators of
green campus projects and employees in a university in the South of Brazil. These
J. M. P. Ribeiro et al.
researchers and operational staff from these four projects. The results demonstrate
challenges for sustainable development initiatives in universities on a communication
level. Based on these four cases, this article identified ways to overcome institutional
communication obstacles for green campus initiatives at universities.
Keywords Green campus · Communication and information · Sustainable
development · Education for sustainability
1 Introduction
Green campus includes models of action for the promotion of sustainability in universities. They consist of strategies to develop campus infrastructures with the goal
of reducing negative environmental impacts and providing an environment which
positively affects social development, with a focus on innovative actions towards
sustainable management. Ribeiro et al. (2017) defined categories for green campus analysis. The categories are mainly linked to the maintenance of universities’
internal resources, areas which negatively impact the environment or society, and
large monetary expenditures. The main categories for green campus analysis are:
clean energies, energy efficiency, water efficiency, sustainable transportation, education, waste management and communication for sustainability (Alshuwaikhat and
Abubakar 2008; Patel and Patel 2012; Saleh et al. 2011).
Communication is essential in all spheres of life. It is a social process that starts
from childhood and continues throughout the entire development of an individual
(Genç 2017). It is the development and the influx of senses and information between
emitters and receptors (Baldissera 2000; Pereira and Herschmann 2002). Consequences from communication failures can bring severe problems to organizations
and projects. Once the information is misunderstood and continues being misinterpreted, it creates a “snowball” effect. The problem can worsen and become almost or
completely irreversible. Therefore, it is necessary to establish relation channels which
are able to inform students, employees, suppliers, community and the whole society,
as well as to mobilize, involve, educate and introduce changes to the organization and
its stakeholders. It is also necessary for this to happen continuously and permanently,
not in a fragmented process, as part of a global management, with broader strategies
for the creation of a sustainability culture within societies (Cabestré et al. 2008; da
Conceição Golobovante 2010).
The approached topics of this article, which are communication for sustainability
and green campus initiatives are directly related to the Sustainable Development
Goals. These initiatives contribute to the achievement of SDG’s (7) affordable and
clean energy, (9) industry, innovation and infrastructure, (11) sustainable cities and
communities, (13) climate action and (17) partnerships for the goals (United Nations
2018).
A series of eight interviews were conducted with managers and coordinators of
green campus projects and employees in a university in the South of Brazil. These