This study examines the psychological mechanism of consumers' environmentally responsible behaviors in college sport. The research is guided by a belief-attitude-intention (B-A-I) hierarchy model. The results revealed that consumers who see benefits in a college athletic department's pro-environmental initiatives (PEIs) have positive attitudes…

Purpose: The purpose of this paper is to examine the impacts of a sustainability course that was designed to evoke measurable transformational changes in students' preferences and in their roles as consumers, employees and citizens, via consciously addressing sustainability issues and involving a community partner. Design/methodology/approach: The…

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…

The authors of this article propose a simple exercise of monopoly pricing to illustrate complex theoretical results on the welfare effects of group pricing. By exposing students to this exercise, they aim to bridge a gap between the standard textbook analysis of group pricing and more general results in the literature and clarify some students'…

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,…

The purpose of this study is to investigate whether there is a relationship between social studies teacher candidates' attitudes towards purchasing geographically indicated products and their status as conscious consumers. The study was carried out with a total of 211 teacher candidates studying at two different state universities in Turkey in the…

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 paper analyses student perceptions of Active Blended Learning (ABL) during the transition to an institutional pedagogy at the University of Northampton. In focus groups with 227 student participants across all four faculties, we explored factors mediating student engagement with ABL. Students expressed a preference for face to face teaching…

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…