International Journal of Sub-Saharan African Research (IJSSAR)

Background: Waste management remains a major environmental challenge in many Nigerian urban communities due to indiscriminate waste disposal, inadequate facilities, and poor environmental sanitation practices. Environmental public relations strategies have increasingly been adopted to promote environmental awareness and responsible waste management behaviour.
Objective: This study examined environmental public relations strategies used in promoting waste management behaviour among residents of Nsukka Urban, Enugu State.
Method: The study adopted a descriptive survey research design. The population comprised 483,256 residents of Nsukka Urban, Enugu State. The Australian Online Sample Size Calculator was used to determine a sample size of 384 respondents at a 95% confidence level and 5% margin of error. A multi-stage sampling technique was adopted in selecting respondents from major communities within Nsukka Urban. Data were collected using a structured questionnaire whose validity was confirmed by experts in mass communication and public relations, while reliability was established through a pilot study which yielded a Cronbach’s alpha coefficient of 0.81. Data were analyzed using frequency distributions and simple percentages.
Result: Findings revealed that environmental public relations strategies are utilized to a high extent in improving waste management behaviour, with posters and flyers emerging as the most frequently used communication channel. The strategies promote proper waste disposal, participation in sanitation exercises, and compliance with waste management practices. However, inadequate waste disposal facilities and poor enforcement of sanitation laws remain major challenges. The findings support the Two-Way Symmetrical Theory and Systems Theory by highlighting the importance of communication and stakeholder collaboration in effective waste management.
Conclusion: The study concludes that environmental public relations strategies contribute to improved waste management behaviour among residents of Nsukka Urban.
Unique Contribution: The study provides empirical evidence on the role of environmental public relations in influencing waste management behaviour within an urban Nigerian context.
Key Recommendation: Government and environmental management agencies should strengthen environmental public relations campaigns through radio programmes, social media platforms, community meetings, and information materials while providing adequate waste disposal facilities and enforcing environmental sanitation regulations to promote sustainable waste management behaviour among residents.