Towards Environmental Awareness of Youth: the Case of Rotterdam, the Netherlands

Awareness creation, youth and environment are crucial components to promote sustainability. Awareness creation could lead to formation of behavior proven to be nature and environment friendly. Meanwhile, youth are categorized as group that will eventually set trends and adopt life styles that lead to environmental sustainable development. Rotterdam is a young city that is putting bold effort to sustainable development. To address the youth group participation and roles in urban sustainable development, special application of awareness creation approaches like the implementation of media is needed. It is an intriguing issue if those three components were given a thorough thought in a current city condition context.