The research provides a critical analysis of climate change awareness among urban youth of Budapest, Hungary and Hanoi, Vietnam. Understanding of attitudes can contribute to a more precise definition of clusters, sophistication of stakeholder management, and formulation of targeted communication strategies. The research design is based on a comparative analysis of actual and relevant European Social Survey (ESS 8) data with the findings of a similarly designed online research in Vietnam. Key findings indicate significant differences in climate change awareness among youth sub-segments. Age, gender, occupation and location of living are significant factors in influencing individual perceptions. A prominent cluster is composed of those demonstrating low level of climate change awareness, attributing it primarily to natural processes, and scepticism in relation to possible individual, group and government actions. Another cluster is formed by those who manifest a significant level of climate change alert, and believe that both the problem and its solution are human-related. They are ready to take their share in the change process, and believe others would do the same. Both in Budapest and Hanoi, as well as their agglomeration, women and students tend to belong to the latter cluster.
|Title of host publication||A World in Crisis: The Role of Public Relations|
|Subtitle of host publication||Proceedings of the 25th International Public Relations Research Symposium BledCom|
|Editors||Dejan Verčič, Ana Tkalač Verčič, Krishnamurthy Sriramesh|
|Place of Publication||Ljubljana|
|Publisher||University of Ljubljana|
|Number of pages||76|
|Publication status||Published - 2019|