Sowing green seeds of mind: exploring the determinants of green mindfulness among university students

Purpose This study aims to investigate the determinants influencing green mindfulness among university students in Malaysia within the context of the Malaysia 2030 Agenda, focusing on Sustainable Development Goal 17 attainment. Design/methodology/approach The research uses a quantitative approach with a sample of 203 young adults. It explores the factors of goal difficulty, knowledge and awareness, spirituality, values and perceived university environmental responsibility (PUER), using a novel theoretical framework termed universal identity theory (IT). Findings Values, knowledge and awareness and PUER significantly contribute to green mindfulness, whereas spirituality and goal difficulty did not exhibit a substantial relationship to green mindfulness. Research limitations/implications Limited representation of diverse age groups and the potential influence of seniority on spirituality. Future research should expand the framework to include green behavior and performance, increase the sample size and consider a broader age demographic. Practical implications Universities play a crucial role in promoting green mindfulness through the establishment of rules, regulations, environmental initiatives, incentive systems and the introduction of a green mindfulness course. Clear communication channels and top-down approaches are recommended. Social implications This research contributes to understanding the mechanisms that induce green mindfulness among university students in Malaysia, aligning with national and global sustainability goals. Originality/value The universal IT provides a comprehensive understanding of how personal, social and community-based identities collectively influence green mindfulness. This theoretical perspective contributes to the environmental psychology and sustainability studies field, offering a culturally sensitive approach.