The role of marketing strategies in promoting sustainability with the technology acceptance model

Tanya Anand, Kajul Bharti and Akshay Kumar Satsangi

International Journal of Markets and Business Systems, 2026, vol. 7, issue 2, 121-137

Abstract: This study investigates the complex interaction between marketing, technology acceptance model (TAM) and sustainability in higher education. It specifically explores how creative marketing strategies influence environmentally friendly behaviours in students, aligning with mandates from bodies like UNESCO. The research proposes two approaches to behaviour modification for environmental sustainability: logical decision-making and education-driven mindset changes, highlighting the role of social media in increasing environmental consciousness. Addressing the lack of a systematic framework, the study's primary goal is to map the institution's sustainability process, focusing on the commitment of students and management. The findings identify eight key factors crucial for effective implementation: sustainability social awareness, education, culture activities, perceived usefulness, ease of use, attitude towards sustainability, students' intentions and institutional sustainability. This research provides comprehensive insights for developing and implementing sustainable practices in higher education.

Keywords: TAM; technology acceptance model; institutional sustainability; social awareness; marketing strategies; attitude; sustainability perception; cultural activities; educational courses; student intention. (search for similar items in EconPapers)
Date: 2026
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