Project Lead
Marketing Operations and Systems Department
Email: charlie.edge@northumbria.ac.uk
Project Themes
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.
This research aims to investigate 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 will be distributed among a diverse sample of Northumbria University students. A quantitative exploratory approach will allow 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.
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