Abstract:

The application of the principles of the circular economy (CE) is undoubtedly highly topical and relevant in all sectors of the economy, and universities cannot stand aside. The topicality resonates in three key areas, namely in the legislative and regulatory area of university activities (in quality assurance plans and systems), the strategic and behavioural area reflecting changes in the behaviour of all stakeholders and impacts on managerial decision-making, as well as in the operational and technological areas.
This paper aims to analyse students’ perceptions of the implementation of CE principles at the university and to identify key behavioural and attitudinal factors influencing student engagement in sustainability initiatives. A pilot survey was conducted at the University of Žilina in February 2026 using an online questionnaire consisting of 4 identification questions and 30 items focused on factors that influence the attitudes, behaviour and willingness of university students to engage in the implementation of the principles of the circular economy.

The individual factors belonged to the following categories:
- Student attitude towards the circular economy
- Subjective norm (social influence)
- Perceived behavioural control
- Green psychological capital
- Behavioural intention
- Circular economy principles (“R” principles) at the university
- Sustainability and reporting (from the student perspective)

The findings indicate that students generally demonstrate positive attitudes toward sustainability and CE principles. More than 64% of respondents reported environmentally responsible behaviour in everyday life, while 78% considered universities to be role models in sustainability and environmental protection and also 75% of students consider the principles of the circular economy important for the future of society. However, the results also reveal several gaps between institutional activities and student perception. Students expressed only moderate awareness of the university’s sustainability goals and limited motivation to participate actively in sustainability initiatives. The study highlights the importance of effective communication, student involvement, and the integration of sustainability topics into educational activities in order to strengthen the implementation of CE principles in higher education institutions.

Keywords:

Circular economy, student perception, attitude, behaviour, university activities.