Abstract

In this paper, attitudes toward sustainable behavior refer to an individual’s responsibility in using the natural resources granted by Allah S.W.T. while taking into consideration the interests of future generations. These actions must start from oneself, and include simple and immediately necessary actions. For example, recycling is a simple practice that must be engaged in by all individuals. As a leading university that launched a SUSTAINABLE PROGRAM involving the majority of its highly educated community, its image would be tarnished if this simple practice was not carried out. Universiti Kebangsaan Malaysia (UKM), through its zero waste campus initiative and in collaboration with the research group of Alam Flora Sdn Bhd, has deployed recycling activities effectively since 2010 using an improved a management recycling system, improving existing facilities and intensifying awareness campaigns. However, the response from the UKM community is low, with an average recycling rate of 1.75% (April 2010 to July 2012) and an average of eight persons/week who sent recyclable items to the UKM Recycling Center (April 2011 to July 2012). Surveys taken regarding the involvement of the UKM community in recycling activity are discussed to obtain an overview of the facilities and the changes required to improve the recycling management system. Based on a problem analysis using a fishbone diagram, peoples’ attitudes are shown to be a primary cause of the low response to the recycling program. The targeted recycling rate of 20% requires the continued cooperation and efforts of the entire UKM community to promote an educated culture of sustainability at the University.

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