A narrative on teaching sustainability

Exploring the Role of Sustainability-Oriented Marketing Education in Promoting Consciousness for Sustainable Consumption

“…It supports previous research on the need to integrate sustainability into marketing curricula [70,71]. The results also strengthen the reports of Kearins and Springet [65], Walmsler [16], Lam et al [24], White et al [10], and Hall [66], who found education (such as sustainability marketing education) to be a significant predictor of sustainable (consumption) behaviour. The results also show that education experiences will influence students' perception and behaviour [82].…”

“…It supports previous research on the need to integrate sustainability into marketing curricula [70,71]. The results also strengthen the reports of Kearins and Springet [65], Walmsler [16], Lam et al [24], White et al [10], and Generally, the findings suggest that sustainability marketing education, attitude, subjective norms, and PBC are relevant in promoting students' consciousness for sustainable consumption in Nigeria. This is demonstrated by the constructs' established positive interactions.…”

“…Marketing courses wholly devoted to sustainable business strategy are rare, particularly at the undergraduate level [70]. However, some scholars have reported improved sustainable behaviour of consumers Mishal et al, 2017 [72], and the positive role of education in achieving this has been confirmed by previous studies [10,16,24,65,66].…”

“…Several attempts have been made to develop frameworks to guide the transition to sustainability education [25][26][27]64]. However, marketing as a discipline deserves more focus in thinking and research on how to lead society to more conscious and sustainable behaviour [10,16,24,65,66]. Research shows that few consumers who report positive attitudes toward eco-friendly products and services follow through with their wallets [10,67].…”

“…Being a key discipline in business schools, marketing has the capacity to contribute to attaining sustainable development [22,23]. However, societies' trajectories remain deeply unsustainable (WEF, 2018), and the need to address sustainability in management education (e.g., marketing education) is perhaps becoming even more acute [24].…”