Understanding the Challenge
Although urban parks are a vital natural resource for society, support for these spaces is declining. Urban greenspaces face multiple challenges, such as attracting and retaining volunteers. In Newcastle, there are 33 parks which are currently managed on behalf of Newcastle City Council. These spaces rely on volunteers to help maintain local environments. Volunteering for park management benefits people’s physical and mental health, and increases the numbers and health of trees. However, more volunteers are needed.
Student volunteering offers a range of benefits to multiple stakeholders (e.g., social benefits and learning opportunities for students and local communities). Furthermore, volunteering in a campus community garden offers a connection to nature and improved wellbeing. Despite the benefits of volunteering in urban greenspaces, research is needed to understand the factors that motivate student engagement.
Our Approach
This research investigates the factors that predict student engagement with urban greenspace management volunteering. By putting students at the centre of this research and designing marketing campaigns around them, we aim to improve quality of life and sustainability in urban areas.
To fulfil these aims, a quantitative survey was distributed among a diverse sample of Northumbria University students. A quantitative exploratory approach allowed the generation of ideas which can be tested in future research. A focus group will also be run with students to allow discussion of the questionnaire findings and consider how they can inform future marketing campaigns targeting student involvement in urban greenspace management.
Key Activities and Outcomes
Quantitative data has been collected and analysed. The best model for explaining likelihood to volunteer in an urban greenspace, was found to comprise of injunctive social norms, anticipated guilt, the extended self component of psychological ownership, and previous volunteer experience. Initial findings have been presented at Northumbria's Business and Law Conference, 2025.
The focus group will be run later this year. A follow-up study is also planned to expand this research, paying closer attention to the experiences of international students and investigating key factors influencing student experiences.
Project Lead
Marketing Operations and Systems Department
Email: charlie.edge@northumbria.ac.uk
Project Themes
