This study investigated Generation Z's (Gen Z) voting intentions regarding CRISPR-related regulation, utilizing the theory of planned behavior as the framework. Understanding the perceptions of CRISPR technology in this demographic is vital as Gen Z increasingly influences consumer behavior and policy decisions. A survey was conducted with…

Higher education has often been accused of its anti-social character, represented by the metaphor of the 'ivory tower'. However, the idea of the pursuit of knowledge per se, which is associated with the ivory tower, has not been widely recognized as a public ideal of higher education. In this study, by drawing on the 20th-century British…

This article presents an empirical investigation of the effects university brand personality and student-university identification have on student participation and citizenship behaviour in the context of higher education. The study employed a self-administered questionnaire to collect data from 433 university students. The data were analysed…

Creative confidence is a necessary and valuable skill to prepare students for marketing careers. Marketers need to be trained to offer creative solutions to enhance marketing offerings. To help address this need, the aim of this paper is to provide logistical instructions for a class module that enhances students' creative confidence through…

Fresh graduates often face significant uncertainty due to the intangible complexities of employment, a lack of adequate service orientation, and delayed realization of long-term benefits. This study investigates the relationship between the quality of experiential value and its impact on the loyalty of young workers. The research was conducted on…

Whilst technology may have been the 'saviour' of HE from the immediate challenges of the pandemic, the opportunistic dialogue emerging in response is imbued with notions of the pandemic as a catalyst for change. Empowered by the apparent success of technology's deliverance, the door has been opened to unprecedented investment into a pervasive and…

As marketization and privatization strategies become commonplace in higher education, it is essential for institutions to understand how students make decisions about college choice. Students as consumers engage in complex college choice decision-making that is often impacted by institutional and personal characteristics, such as cost, location,…

Purpose: The purpose of this study is to explore Generation Z (Gen Z) consumers' sustainable consumption behaviors at a university campus by examining various antecedent and moderating influencers of their sustainable consumption behaviors. Design/methodology/approach: A quantitative research methodology is used in this study. A structured…

Subvertising, traditionally linked to counterculture and anti-consumption, is utilized in education to reveal the manipulative strategies of corporate messaging to students. Classroom use of cut-and-paste methods deconstructs advertisement messages, fostering an understanding of how needs and desires are constructed through appropriation,…

This manuscript examines the adaptation and integration of intergenerational learning to create an inclusive marketing education environment. The development of innovative course designs to promote intergenerational learning and age-friendly curricula is an opportunity for educational institutions, given a demographic shift in many parts of the…

Purpose: The purpose of this study is to assess how Sustainable food consumption (SFC) can improve the quality of life for consumers and encourage green food production. Sustainable consumption is an important factor in achieving the sustainable development goals (SDGs) proposed by the United Nations. However, achieving SFC requires government…

Purpose: This paper outlines the active learning methods used to develop and deliver a sustainable business course to undergraduate students. Moreover, the paper aims to investigate the effect of the sustainable business course on the students' engagement in sustainable consumption. Design/methodology/approach: From a pedagogical perspective, the…

The rapid expansion of neo-liberal regimes has effectively transformed how students -- their role and purpose -- are understood in society. Scholars, especially in the Anglophone North, have shown how dominant policy narratives tend to position students as consumers. More recent studies have begun to explore students' views of this construction.…

The purpose of this qualitative descriptive study was to explore how hiring managers describe the importance of education and industry related/real-world experience as criteria in hiring recent business graduates for the Consumer Products Goods industry in the United States. The theoretical foundations for the study were the CareerEDGE Model, and…

Social media technologies (SMTs), online brand communities, and social customer relationship management (SCRM) Capabilities play an indispensable role in the engagement and loyalty-building of university students to achieve a sustainable university reputation. This study provides pioneering input for higher education institutions (HEIs) by…