106
J. M. P. Ribeiro et al.
Universities, as institutions that prepare future leaders, are starting to demonstrate
responsible actions, linking main functions of the institution with an approach to
sustainability (McMillin and Dyball 2009). Educational programs for sustainability
have a mission to change attitudes and citizens’ values in relation to the environment
and society (Arbuthnott 2009). It involves educational politics and changes in the
main processes, such as increased sustainability contents and sustainable day-to-day
shopping for the institution. Those linked to green campus involve campaigns to
change the behavior of employees, students, and other campus users in relation to
electricity, paper use, recycling, water and transportation (Djordjevic and Cotton
2011).
Campus sustainability leaders must use communication strategies, recruit active
participants in order to build bridges with stakeholders and enable individuals. Universities define, collectively and holistically, the relational practices which promote
sustainability and share progress reports with the public (Carpenter et al. 2016). However, communication/awareness problems and the lack of engagement are some of the
barriers to sustainable action in universities campuses (Franz-Balsen and Heinrichs
2007; Horhota et al. 2014; Kataria et al. 2013). According to Adomßent (2013) challenges include: the need for structural and/or gradual changes defined by university
leaders to establish communication for sustainability and interfaces among science,
politics and public. Universities need to communicate more clearly the reasons for
sustainability initiatives to promote stakeholder participation.
2.1 Barrier to Sustainability Communication
Communication plays a fundamental role in the promotion of sustainability and
depends on strategic planning for the campus to reach everyone efficiently. However,
there are barriers in this process which might hinder communication. Table 1 presents
the barriers of communication for sustainability, according to pre-selected authors.
The knowledge of possible barriers in the communication process for sustainability in campuses allows for a prior strategic planning, which can soften their effects.
Therefore, awareness of the campus reality’s strong and weak points, measures can
be taken in order to avoid some possible barriers.
3 Methods
This paper is a case study aimed at the detailed examination of the environment
and/or a particular situation. The object of study is the University of South Brazil
(UNISUL), located in Santa Catarina. This university, aiming for the green campus
status, has implemented projects linked to sustainable development in the areas of
clean energies, energy efficiency and education for sustainability. This paper aims to
J. M. P. Ribeiro et al.
Universities, as institutions that prepare future leaders, are starting to demonstrate
responsible actions, linking main functions of the institution with an approach to
sustainability (McMillin and Dyball 2009). Educational programs for sustainability
have a mission to change attitudes and citizens’ values in relation to the environment
and society (Arbuthnott 2009). It involves educational politics and changes in the
main processes, such as increased sustainability contents and sustainable day-to-day
shopping for the institution. Those linked to green campus involve campaigns to
change the behavior of employees, students, and other campus users in relation to
electricity, paper use, recycling, water and transportation (Djordjevic and Cotton
2011).
Campus sustainability leaders must use communication strategies, recruit active
participants in order to build bridges with stakeholders and enable individuals. Universities define, collectively and holistically, the relational practices which promote
sustainability and share progress reports with the public (Carpenter et al. 2016). However, communication/awareness problems and the lack of engagement are some of the
barriers to sustainable action in universities campuses (Franz-Balsen and Heinrichs
2007; Horhota et al. 2014; Kataria et al. 2013). According to Adomßent (2013) challenges include: the need for structural and/or gradual changes defined by university
leaders to establish communication for sustainability and interfaces among science,
politics and public. Universities need to communicate more clearly the reasons for
sustainability initiatives to promote stakeholder participation.
2.1 Barrier to Sustainability Communication
Communication plays a fundamental role in the promotion of sustainability and
depends on strategic planning for the campus to reach everyone efficiently. However,
there are barriers in this process which might hinder communication. Table 1 presents
the barriers of communication for sustainability, according to pre-selected authors.
The knowledge of possible barriers in the communication process for sustainability in campuses allows for a prior strategic planning, which can soften their effects.
Therefore, awareness of the campus reality’s strong and weak points, measures can
be taken in order to avoid some possible barriers.
3 Methods
This paper is a case study aimed at the detailed examination of the environment
and/or a particular situation. The object of study is the University of South Brazil
(UNISUL), located in Santa Catarina. This university, aiming for the green campus
status, has implemented projects linked to sustainable development in the areas of
clean energies, energy efficiency and education for sustainability. This paper aims to