Living Lab Blog- University of Warwick

Read the Tom Li's experiences doing postgrad dissertation with the Living Lab as a GSD student.

Currently, as global challenges such as climate change and biodiversity loss gain increasing public attention, it is more important than ever to raise the visibility of sustainability-related events to spread knowledge and stimulate student interest. As part of Warwick’s Living Lab, I undertook a project to better understand student participation in campus sustainability events. The motivation behind this research was simple: while the University offers a wide range of creative and meaningful activities: such as moth surveys, small mammal surveys, and energy tours. However, the attendance levels often fell short of expectations. I wanted to explore why this gap existed and what could be done to bridge it.

To answer this, I applied the COM-B behavioural model, which examines how Capability, Opportunity, and Motivation drive participation. Using a quantitative approach, I analysed event records from 2015–2025, social media engagement data, and a targeted questionnaire with responses from over 200 students across different disciplines.

The findings highlighted several barriers: inconsistent publicity, limited motivational triggers, and communication channels that did not always match student preferences. For example, students are increasingly engaging with visually driven platforms like Instagram, while older, text-heavy channels such as Twitter (X) have declined in effectiveness. Questionnaire results also revealed that students valued opportunities to meet like-minded peers and preferred events that felt tailored to their interests.

Based on these insights, I developed four strategic recommendations:

Digital & Physical Outreach Integration – use Instagram reels, TikTok, and QR-coded posters with clear slogans.
Motivation & Incentives – offer small rewards, tailored events, and networking opportunities.
Align with Public Interest Trends – schedule events in line with peaks of sustainability interest.
Data-Driven Decision Making – monitor participation metrics like click-through rates to guide improvements.

This project not only provided practical advice to enhance event participation but also gave me valuable experience in applying market research methods to sustainability challenges. Most importantly, it reaffirmed how evidence-based, student-focused strategies can create a stronger sense of belonging, raise awareness, and foster a more engaged, sustainability-minded campus community.

The collaboration with the University’s Energy and Sustainability Team was both effective and rewarding. They provided comprehensive access to the data I needed, including event records, social media engagement statistics, and participation reports. This not only ensured the reliability of my research but also allowed me to analyse trends in depth. Working with the team offered valuable insights into how sustainability initiatives are designed and managed at Warwick, making the research process both practical and engaging. Thanks team for given me this opportunity.