IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i13p8077-d853993.html
   My bibliography  Save this article

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

Author

Listed:
  • Agu Godswill Agu

    (Department of Marketing, Abia State University, Uturu 441103, Nigeria)

  • Samuel G. Etuk

    (Department of Marketing, University of Uyo, Uyo 520103, Nigeria)

  • Nnamdi O. Madichie

    (Centre for Economic Governance & Leadership, University of Kigali, Kigali 20093, Rwanda
    Bloomsbury Institute, London WC1B 3RA, UK)

Abstract

Scholars have increasingly examined how education influences consciousness for sustainable behaviour, but studies focusing on developing economies are very few, and the role of sustainability-oriented marketing education is currently underexplored. By applying the theory of planned behaviour, this study explores the influence of sustainability-oriented marketing education on students’ consciousness for sustainable consumption. The study is a quantitative research study based on an online survey of marketing students who participated in a training/seminar programme of the National Institute of Marketing of Nigeria. The participants were drawn from three universities across the South-East and South-South zones of the country. SmartPLS structural equation modelling was applied to test the generated data. We find that sustainability-oriented marketing education influences students’ consciousness for sustainable consumption, attitude, subjective norms, and perceived behavioural control. The findings will strengthen marketing education for sustainable development, and they have implications for students’ environmental consciousness in making purchase decisions. The study also brings more insight into marketing education’s role in actualizing the United Nations’ Sustainable Development Goals in Nigeria.

Suggested Citation

  • Agu Godswill Agu & Samuel G. Etuk & Nnamdi O. Madichie, 2022. "Exploring the Role of Sustainability-Oriented Marketing Education in Promoting Consciousness for Sustainable Consumption," Sustainability, MDPI, vol. 14(13), pages 1-16, July.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:13:p:8077-:d:853993
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/13/8077/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/13/8077/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Yadav, Rambalak & Pathak, Govind S., 2017. "Determinants of Consumers' Green Purchase Behavior in a Developing Nation: Applying and Extending the Theory of Planned Behavior," Ecological Economics, Elsevier, vol. 134(C), pages 114-122.
    2. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    3. Kamonthip Maichum & Surakiat Parichatnon & Ke-Chung Peng, 2016. "Application of the Extended Theory of Planned Behavior Model to Investigate Purchase Intention of Green Products among Thai Consumers," Sustainability, MDPI, vol. 8(10), pages 1-20, October.
    4. Shafique Ur Rehman & Anam Bhatti & Rapiah Mohamed & Hazeline Ayoup, 2019. "The moderating role of trust and commitment between consumer purchase intention and online shopping behavior in the context of Pakistan," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 9(1), pages 1-25, December.
    5. Teddy Ossei Kwakye & Emerald Edem Welbeck & Godfred Matthew Yaw Owusu & Fred Kwasi Anokye, 2018. "Determinants of intention to engage in Sustainability Accounting & Reporting (SAR): the perspective of professional accountants," International Journal of Corporate Social Responsibility, Springer, vol. 3(1), pages 1-13, December.
    6. Melissa Edwards & Paul Brown & Suzanne Benn & Christopher Bajada & Robert Perry & Deborah Cotton & Walter Jarvis & Gordon Menzies & Ian McGregor & Katrina Waite, 2020. "Developing sustainability learning in business school curricula – productive boundary objects and participatory processes," Published Paper Series 2020-1, Finance Discipline Group, UTS Business School, University of Technology, Sydney.
    7. Shuai Yang & Lei Li & Jiemin Zhang, 2018. "Understanding Consumers’ Sustainable Consumption Intention at China’s Double-11 Online Shopping Festival: An Extended Theory of Planned Behavior Model," Sustainability, MDPI, vol. 10(6), pages 1-19, May.
    8. Carole Bond & Chris Seeley, 2004. "Paradox in Marketing: An Inquiry into Sustainability, Ethics and Marketing," Palgrave Macmillan Books, in: Adrian Winnett (ed.), Towards an Environment Research Agenda, chapter 11, pages 256-282, Palgrave Macmillan.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Long She & Ratneswary Rasiah & Marc Arul Weissmann & Harpaljit Kaur, 2024. "Using the Theory of Planned Behaviour to Explore Predictors of Financial Behaviour Among Working Adults in Malaysia," FIIB Business Review, , vol. 13(1), pages 118-135, January.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Samah Ibnou-Laaroussi & Husam Rjoub & Wing-Keung Wong, 2020. "Sustainability of Green Tourism among International Tourists and Its Influence on the Achievement of Green Environment: Evidence from North Cyprus," Sustainability, MDPI, vol. 12(14), pages 1-24, July.
    2. Nik Masdek Nik Rozana & Wong Kelly Kai Seng & Mohd Nawi Nolila & Sharifuddin Juwaidah & Wong Wang Li, 2023. "Antecedents of sustainable food waste management behaviour: Empirical evidence from urban households in Malaysia," Management & Marketing, Sciendo, vol. 18(1), pages 53-77, March.
    3. Hsiao-Ping Chang & Chun-Chieh Ma & Han-Shen Chen, 2019. "Climate Change and Consumer’s Attitude toward Insect Food," IJERPH, MDPI, vol. 16(9), pages 1-17, May.
    4. Dangelico, Rosa Maria & Alvino, Letizia & Fraccascia, Luca, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Technological Forecasting and Social Change, Elsevier, vol. 185(C).
    5. Chung-Te Ting & Chi-Ming Hsieh & Hsiao-Ping Chang & Han-Shen Chen, 2019. "Environmental Consciousness and Green Customer Behavior: The Moderating Roles of Incentive Mechanisms," Sustainability, MDPI, vol. 11(3), pages 1-16, February.
    6. Adu-Gyamfi, Gibbson & Song, Huaming & Nketiah, Emmanuel & Obuobi, Bright & Adjei, Mavis & Cudjoe, Dan, 2022. "Determinants of adoption intention of battery swap technology for electric vehicles," Energy, Elsevier, vol. 251(C).
    7. Qing He & Haiyang Zhao & Lin Shen & Liuqun Dong & Ye Cheng & Ke Xu, 2019. "Factors Influencing Residents’ Intention toward Green Retrofitting of Existing Residential Buildings," Sustainability, MDPI, vol. 11(15), pages 1-23, August.
    8. Han-Shen Chen & Chia-Hsing Liang & Shu-Yi Liao & Hung-Yu Kuo, 2020. "Consumer Attitudes and Purchase Intentions toward Food Delivery Platform Services," Sustainability, MDPI, vol. 12(23), pages 1-18, December.
    9. Saeid Karimi & Genovaitė Liobikienė & Heshmatollah Saadi & Fatemeh Sepahvand, 2021. "The Influence of Media Usage on Iranian Students’ Pro-Environmental Behaviors: An Application of the Extended Theory of Planned Behavior," Sustainability, MDPI, vol. 13(15), pages 1-19, July.
    10. Muhammad Yaseen Bhutto & Xiaohui Liu & Yasir Ali Soomro & Myriam Ertz & Yasser Baeshen, 2020. "Adoption of Energy-Efficient Home Appliances: Extending the Theory of Planned Behavior," Sustainability, MDPI, vol. 13(1), pages 1-25, December.
    11. Tewari, Alok & Mathur, Smriti & Srivastava, Smriti & Gangwar, Divya, 2022. "Examining the role of receptivity to green communication, altruism and openness to change on young consumers’ intention to purchase green apparel: A multi-analytical approach," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    12. Leslier Valenzuela-Fernández & Manuel Escobar-Farfán & Mauricio Guerra-Velásquez & Elizabeth Emperatriz García-Salirrosas, 2023. "COVID-19 Effects on Environmentally Responsible Behavior: A Social Impact Perspective from Latin American Countries," IJERPH, MDPI, vol. 20(4), pages 1-21, February.
    13. Diana Puspita Sari & Nur Aini Masruroh & Anna Maria Sri Asih, 2021. "Consumer Intention to Participate in E-Waste Collection Programs: A Study of Smartphone Waste in Indonesia," Sustainability, MDPI, vol. 13(5), pages 1-28, March.
    14. Alvino, Letizia & Dangelico, Rosa Maria, 2022. "Investigating the antecedents of consumer behavioral intention for sustainable fashion products: Evidence from a large survey of Italian consumers," Other publications TiSEM ed6b6a75-2a9f-4b6e-8076-9, Tilburg University, School of Economics and Management.
    15. Lin Shen & Hongyun Si & Lei Yu & Haolun Si, 2019. "Factors Influencing Young People’s Intention toward Municipal Solid Waste Sorting," IJERPH, MDPI, vol. 16(10), pages 1-19, May.
    16. Lidia Alexa & Andreea Apetrei & Juan Sapena, 2021. "The COVID-19 Lockdown Effect on the Intention to Purchase Sustainable Brands," Sustainability, MDPI, vol. 13(6), pages 1-16, March.
    17. Khuong, Phuong M. & Scheller, Fabian & McKenna, Russell & Keles, Dogan & Fichtner, Wolf, 2020. "Willingness to pay for residential PV: Reconciling gaps between acceptance and adoption," Working Paper Series in Production and Energy 46, Karlsruhe Institute of Technology (KIT), Institute for Industrial Production (IIP).
    18. Edwin Chukwuemeka Idoko & Chukwunonso Oraedu & Christian Chidera Ugwuanyi & Stephen Ikechukwu Ukenna, 2021. "Determinants of Smart Meter on Sustainable Energy Consumption Behavior: A Developing Country Perspective," SAGE Open, , vol. 11(3), pages 21582440211, July.
    19. Saeed Siyal & Munawar Javed Ahmed & Riaz Ahmad & Bushra Shahzad Khan & Chunlin Xin, 2021. "Factors Influencing Green Purchase Intention: Moderating Role of Green Brand Knowledge," IJERPH, MDPI, vol. 18(20), pages 1-22, October.
    20. Nabil Hasan Al-Kumaim & Muhammad Salman Shabbir & Salman Alfarisi & Siti Hasnah Hassan & Abdulsalam K. Alhazmi & Sanil S. Hishan & Samer Al-Shami & Nadhmi A. Gazem & Fathey Mohammed & Hussein Mohammed, 2021. "Fostering a Clean and Sustainable Environment through Green Product Purchasing Behavior: Insights from Malaysian Consumers’ Perspective," Sustainability, MDPI, vol. 13(22), pages 1-17, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:13:p:8077-:d:853993. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.