How to inculcate sustainable development values among Malaysian citizens?

Abstract

Sustainable development value is a set of values that support sustainable development goal. These sustainable development values are freedom, equality, tolerance, solidarity, shared responsibility and respect for nature. Such values are important for the developing country like Malaysia to ensure that the country is committed towards sustainable development. This concept first highlighted in the millennium declaration for sustainable development goals in order to achieve development, peace, human rights and environmental welfare. This issue became very crucial since the nation is progressing towards achieving Vision 2020. Although, these values have been declared 10 years ago, these values are relatively new to developing country perspective. Therefore, the average citizens of the developing countries are not fully aware of the notion of sustainable development value. So, the question is how to inculcate such values among Malaysian citizens? This study attempts to answer this research question. Qualitative methodology is utilized in order to gain in-depth understanding of the issue. The 16 in-depth interviews were conducted in this regard. The interviews were then transcribed and analyzed to understand the best ways to create awareness among Malaysians on the topic of sustainable development value. It is expected that consumers, academicians and practitioners will be benefitted from this research.