There are many different conceptualizations to sustainable development and these different approaches may have led to confusion amongst the public. This paper explores the identities of the term and how the confused identity may be leading to problems for sustainable development efforts.
The design is exploratory, using both secondary and primary data to understand the different sustainable development concepts.
There is no consistent understanding or use of the term “sustainable development” among various groups. Research implications: Future research should include a larger sample that is more representative of people from different backgrounds and geographical areas.
This study examines the perceptions and understandings of the term by the general public representing different generations.
The public is generally willing to support only projects that it understands. Without a clear understanding of sustainable development, the public will be less inclined to support these efforts.
