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Sustainability is one of those complex and multidimensional terms, such as quality of life and governance, which is increasingly present in academic research, as well as in the national and international political agenda. Nevertheless, different urban populations have different perceptions of it; and they adopt different behaviours, also in regard to the same environment, according to the way it is communicated and acted. In this article a very peculiar kind of population will be considered, the University students, together with the role Higher Education Institutions play in defining and promoting sustainability as an ongoing process
