Beyond the Knowledge Gap
The journey toward this research began with the recognition that climate change poses significant risks to student well-being, yet sustainability education remains limited in many existing curricula. While 53% of students express a desire to learn about the climate crisis, only 20% actually encounter these topics in their mandatory education. This disparity can leave young people feeling vulnerable and facing a range of emotional impacts e.g. anxiety and uncertainty about their future.
Putting Behavioral Science into Practice
The project moved beyond simple observations by applying the Reasoned Action Approach to identify what actually motivates university program directors to act. These directors play a pivotal role in the sustainability transition as they are responsible for the content and structure of degree programs. The research found that specific behavioral beliefs, such as the ability to foster independent critical thinking and the opportunity to link discipline-specific topics to sustainability, are powerful drivers for change.
The Reality of Curriculum Change
Realizing widespread change requires navigating the complex beliefs held by those in charge of university education. The study revealed that many program directors currently report a weak intention to implement mandatory sustainability courses despite their importance. Key influential groups e.g. advisory boards, teachers, and students, can exert normative pressure to shift these intentions. However, directors must also overcome significant control barriers such as limited curriculum space and the need for a good fit with program end-terms.
The Outlook
Looking ahead, these findings provide a foundation for developing concrete interventions and social marketing strategies to strengthen the supply of sustainability education. By addressing the specific barriers identified, universities can better equip students with the essential knowledge and skills to contribute to global solutions. This work, published in Social Marketing Quarterly, marks a vital milestone in our mission to solve sustainability challenges through interdisciplinary collaboration.
Once again, we are proud to congratulate the entire project team of Guido van Koningsbruggen, Ana Isabel Lopes, Sanchayan Banerjee, Jorim Tielbeek, Nicky Bosman, Simone Burger, Meike Morren, and, Karen Verduijn, on this significant contribution to sustainability education.