Sustainability-driven marketing education: assessing the role of perceived marketplace influence on consumption patterns in private Egyptian universities

Sara Mohamed Abdelaziz El-Menawy ()
Additional contact information
Sara Mohamed Abdelaziz El-Menawy: Future University in Egypt

Future Business Journal, 2025, vol. 11, issue 1, 1-19

Abstract: Abstract The dynamic field of marketing plays a pivotal role in shaping consumer behavior and influencing product choices. Integrating sustainability into marketing education can provide students with a deeper understanding of sustainable consumption and its broader implications for the marketplace. Despite growing scholarly interest in sustainability and consumption, limited research has explored how embedding sustainability concepts within marketing curricula impacts students’ consumption behaviors, particularly in developing contexts. This study addresses this gap by examining the relationship between sustainability marketing education and sustainable consumption, while also investigating the moderating role of perceived marketplace influence. Drawing on data collected from a survey of 422 students at private Egyptian universities, the study employs a conceptual framework to assess how educational exposure to sustainability in marketing influences behavioral outcomes. The findings reveal that sustainability education in marketing significantly enhances students’ awareness and practice of sustainable consumption. Moreover, the perceived marketplace influence plays a critical moderating role, amplifying the impact of education on students’ behavioral intentions. These insights underscore the value of sustainability-focused marketing education in promoting responsible consumption and highlight the importance of contextual market factors in shaping these educational outcomes.

Keywords: Sustainability; Marketing curricula; PRME; SDG’s; Perceived marketplace influence; Sustainable marketing education; Sustainable consumption; Egypt (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1186/s43093-025-00631-6 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:futbus:v:11:y:2025:i:1:d:10.1186_s43093-025-00631-6

Ordering information: This journal article can be ordered from
https://fbj.springeropen.com/

DOI: 10.1186/s43093-025-00631-6

Access Statistics for this article

Future Business Journal is currently edited by Soad Kamel Rizk and Hayam Wahba

More articles in Future Business Journal from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().