Preserving Cultural Identity and Moral Values Amid Globalisation: Field Research Within the UAE Higher Education

Abstract This study examines the role of families in preserving cultural identity and moral values amid globalisation, employing a mixed-methods approach, the research highlights how cultural identity and moral values can instil environmental responsibility and help generations to embrace the principle of sustainability. A survey with 208 respondents and 13 in-depth interviews were conducted in the community of the UAE Higher Education, in the United Arab Emirates. The key findings reveal that families remain the cornerstone of preserving values and cultural identity by promoting environmental responsibility. However, globalisation, particularly through social media and globalised education, threatens familial cohesion. Furthermore, the study highlights the duality of globalisation as both a disruptor and a potential enabler of hybrid cultural frameworks, calling for policy interventions to regulate digital content and promote sustainability, environmental responsibility and cultural awareness, while emphasising collaborative efforts across families, educators and policymakers. Through bridging the empirical gaps, this research offers actionable insights for sustaining cultural resilience in an interconnected world.