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EMAC 2022 Annual


Educating marketing students for sustainability through inclusion of NGO partners
(A2022-107596)

Published: May 24, 2022

AUTHORS

Katalin Ásványi, Corvinus University of Budapest; Ágnes Zsóka, Corvinus University of Budapest

ABSTRACT

Knowledge of sustainability issues is an essential requirement for changing attitudes and behaviour. By integrating a sustainable approach into marketing courses and programs, educators can effectively develop sustainability consciousness, a complex construct of knowledge, attitudes, and behaviour. The study aimed to examine the impact of a project-based sustainability course on marketing students ’sustainability consciousness. Structured in-depth interviews were conducted with 140 students over 3 semesters and the influence of collaborating NGO partners on attitude change and behaviour intentions were analysed. Findings show that students with volatile initial knowledge and attitudes reported on a deeper, more balanced and holistic knowledge of sustainability issues, positive attitudes, openness and willingness to develop sustainable behaviour. NGO partners exerted a measurable impact on sustainability consciousness, by strengthening either the social or the environmental dimension.