Investigating the current state of implementing sustainable green marketing among higher education students

Abdullah. K. Ambusaidi and Huda M. Al Dayri

Cogent Business & Management, 2024, vol. 11, issue 1, 2421410

Abstract: This study investigates the current status of implementing sustainable green marketing and the requirements of its implementation from the perspective of higher education institution students in the Sultanate of Oman. Two research tools were used to collect data, a questionnaire with a total of 30 items and focused group interviews. Both the validity and reliability of the two tools were checked. The sample of the study was 907 students from higher education institutions in Oman. The study concluded that students perceived it to be important to implement sustainable green marketing in the Sultanate of Oman. In addition, the study showed that there was no statistically significant difference in the gender, university, and college variables in the implementation of sustainable green marketing. Accordingly, the study recommends spreading societal awareness about sustainable green marketing among university students.

Date: 2024
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DOI: 10.1080/23311975.2024.2421410

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