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Data-Driven Insights into Consumer Satisfaction in E-Learning: Implications for Sustainable Digital Marketing

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  • Daniel Moise

    (The Faculty of Marketing, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Elena Goga

    (The Faculty of Marketing, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Georgiana Rusu

    (The Faculty of Marketing, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Raluca-Giorgiana Chivu (Popa)

    (The Faculty of Marketing, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Mihai-Cristian Orzan

    (The Faculty of Marketing, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

Abstract

This study investigates consumer satisfaction in e-learning services by addressing a specific gap in the literature: the limited integration of sustainability principles and behavioral modeling in understanding satisfaction drivers in online education. While existing studies have explored engagement and usability, few have considered how sustainability-related factors influence satisfaction in digital learning environments. Based on a conceptual model involving system quality, service quality, motivation, and cognitive engagement, we applied structural equation modeling (WarpPLS) to a sample of 312 university students from Romania, using mainstream learning management systems (LMS). Data were collected from students at the Bucharest University of Economic Studies using a convenience sampling method. The results show that service quality and cognitive engagement are the strongest predictors of satisfaction. This study offers practical recommendations for improving sustainable digital marketing strategies in e-learning, such as enhancing support services and aligning platform features with eco-conscious consumer expectations.

Suggested Citation

  • Daniel Moise & Elena Goga & Georgiana Rusu & Raluca-Giorgiana Chivu (Popa) & Mihai-Cristian Orzan, 2025. "Data-Driven Insights into Consumer Satisfaction in E-Learning: Implications for Sustainable Digital Marketing," Sustainability, MDPI, vol. 17(14), pages 1-15, July.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:14:p:6445-:d:1701506
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