The role of communication medium in increasing e-waste recycling awareness among higher educational institutions

Abstract

Purpose This paper aims to test the effectiveness of communication platforms in conveying the importance of sustainability messages focusing on electronic waste (e-waste) recycling. While corporate communication has been explored well, this research explores the influence of communication medium on the shift in attitude and behavioural intention of higher education students. Design/methodology/approach An experimental design approach was used with quantitative data analysis to address the research questions. Findings The results revealed that the text form of communication was more effective in conveying the e-waste recycling message. Students demonstrated a significant shift in attitude and call for action when they read the sustainability article instead of watching a video with the same message. Practical implications With several universities trying to integrate sustainability in their curriculum, this research provides guidelines on effective communication methods for students. It also sheds light on the choice of platforms that can be used by organisations to reach out to their employees to convey sustainability-related messages. Originality/value The paper addresses sustainability communication in a university by exploring the best method of communication. The results open up new conversations on the media richness theory in the context of sustainability.