Media jako katalizator zielonych kompetencji studentów
Media as a Catalyst for Students' Green Competences

Summary/Abstract: RESEARCH OBJECTIVE: The study is to examines the influence of different media types (informational, social, and university media) on students' knowledge, attitudes, and actions in the context of green competences. THE RESEARCH PROBLEM AND METHODS: The research problem is formulated as the following question: How, in students' opinions, does media communication influence attitudes toward sustainable development? The study employs quantitative research methods and statistical analysis of the collected data. THE PROCESS OF ARGUMENTATION: The starting point is to show the picture of the climate and environmental crisis, green transformation, and green competencies, taking into account the role of media in shaping them. Then, the authors' empirical findings were presented and the key conclusions were formulated. The paper concludes with recommendations for further research and proposals for practical solutions. RESEARCH RESULTS: The analyses and findings indicate that media not only inform but also activate and model pro-environmental behaviour patterns, indirectly influencing the development of green competences of the academic students. CONCLUSIONS, RECOMMENDATIONS AND APPLICABLE VALUE OF RESEARCH: The study contributes to understanding the role of the media in shaping students' green competencies. Based on the study's findings, it is recommended that: at the university level, environmental communication strategies should be revised; at the public policy level, families and social networks should be integrated into pro-environmental campaigns; and that such a tool should be worked out that could measure the actual impact of media on pro-environmental behaviours.

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