Integrating Green Public Relations and Zero Waste Education as a Digital Learning-Oriented Hybrid Model for Environmental Behavior Change

The future of learning in the digital age is increasingly characterized by informal, community-based, and media-mediated educational processes that extend beyond formal classroom settings. In the context of environmental sustainability, digital communication and public campaigns play a critical role in shaping learning experiences and influencing environmental behavior. This paper proposes a digital learning-oriented hybrid model that integrates Green Public Relations (GPR) and zero waste education as a strategic approach to promote environmental behavior change. Green Public Relations, particularly when conducted through digital media and public figures, functions as an informal learning mechanism that disseminates environmental values, norms, and narratives to wider audiences. Meanwhile, zero waste education emphasizes participatory and experiential learning processes that support knowledge acquisition, attitude formation, and the internalization of sustainable practices within communities. This study conceptually bridges these two approaches, arguing that their integration can enhance the effectiveness of sustainability-oriented learning interventions. This research adopts a research-based orientation using an experimental design to examine the role of the proposed hybrid model in shaping environmental learning outcomes. Data are collected through structured instruments measuring environmental knowledge, attitudes, and behavior, and are analyzed using quantitative techniques to identify patterns of change associated with the intervention. The findings are expected to demonstrate that the integration of GPR and zero waste education provides a complementary learning pathway, where digitally mediated communication strengthens motivation and engagement, while participatory education facilitates deeper understanding and sustained behavioral practice. This study contributes to the discourse on the future of learning by positioning strategic communication and public campaigns as part of a broader digital learning ecosystem. Practically, the proposed model offers insights for educators, communication practitioners, and policymakers in designing integrated sustainability education strategies that align with the dynamics of learning in the digital age.