Perception towards sustainable development concept: Egyptian students' perspective

Purpose - The aim of this paper is to measure students' perception towards sustainable development (SD) concept. The paper highlights students' perception before and after joining Heliopolis University (HU). Also, the research underscores different activities, facilities and methods HU is implementing to sharpen the delivery of SD concept. Furthermore, the study emphasizes on the extent to which students are anticipating implementing SD concept in their life. Design/methodology/approach - The research paper is an exploratory qualitative research design. The sample frame was the database of HU. A non- probability convenient sampling approach was applied to select 26 elements of the study. In-depth personal interviews were conducted. Questions were coded to facilitate analysis and to link respondents' answers with different questions. Accordingly, 12 structured open-ended questions were designed to gain clear insights regarding students' awareness of SD. Personal interviews took place at the end of fall semester 2012. Findings - Students' responses were classified into observations and realization, needs and suggestions, and future plans. All students confirmed interest to apply SD in their lives. Research limitations/implications - This research is limited only to HU students, which is considered a limitation of the research findings. Another limitation is that the study is an exploratory qualitative research, which could be enhanced if a conclusive design is applied. However, both limitations are considered within the context of conducting future research. One is related to the expansion of the sample frame to include more diversified students, and the other to conduct a conclusive research for fine-tuning the results and recommendations. Originality/value - The paper's value stems from measuring multi-disciplinary freshmen perception regarding SD concept at HU, which is the first non-for-profit university in Egypt and the Middle East declaring SD as its overall guiding principle and specialization. Moreover, the paper provides insights on SD concept from a developing country perspective.