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

Daniel Moise, Elena Goga, Georgiana Rusu, Raluca-Giorgiana Chivu (Popa) () and Mihai-Cristian Orzan
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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

Sustainability, 2025, vol. 17, issue 14, 1-15

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.

Keywords: consumer behavior; e-learning services; sustainability marketing; digital satisfaction; data analytics (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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