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Greening The Desert: Emirati Youth’S Perceptions Of Green Branding, Gergana Alzeer, Tilde Rosmer

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This chapter focuses on Emirati youth’s understanding of and practices related to a green shift in the UAE and how this correlates with the state’s efforts to brand the UAE as green and sustainable. This is part of a larger research project that investigates Emirati youth’s understanding of climate change. The UAE experience of environmental sustainability is unique as its green shift was initiated by the government in a top-down approach compared to the bottom-up green movements in most western states that has been the focus of most environmental studies so far. Environmental sustainability is part of UAE’s national Agenda …