Purpose: This paper explores the application of sustainable marketing practices in higher education institutions, focusing in particular on the perspectives and experiences of students as direct users of the service. Given that sustainability has become an important issue globally, integration of su...
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| Materiálatiipa: | Artihkal |
| Liŋkkat: | https://doaj.org/article/782bf115038444f88dd62ac5054a5864 |
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| _version_ | 1859433675437899777 |
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| author | Dunja Meštrović Lidija Bagarić Marija Ham |
| author_facet | Dunja Meštrović Lidija Bagarić Marija Ham |
| date_str_mv | 2024-01-01T00:00:00Z |
| description | Purpose: This paper explores the application of sustainable marketing practices in higher education institutions, focusing in particular on the perspectives and experiences of students as direct users of the service. Given that sustainability has become an important issue globally, integration of sustainable principles into the marketing strategies of educational institutions becomes imperative. It was found that the existing academic literature contains only a very limited number of studies in the area of applying sustainable marketing in public higher education institutions, despite its recognized importance. This study aims to help close this gap.
Methodology: Using a quantitative research methodology, including questionnaires, this study examines student perceptions and attitudes towards the application of sustainable marketing in higher education, focusing on the quality of services. A structural model was tested, the reliability and validity of which had been confirmed previously. Partial least squares structural equation modeling (PLS-SEM) was used to examine the relationships between the constructs.
Results: All direct relationships in the structural model were found to be statistically significant and positive, confirming the hypothesis that sustainable marketing of a higher education institution has a positive impact on the performance of the higher education institution when considering the quality of services.
Conclusion: By highlighting the importance of sustainable marketing in public higher education institutions, this research contributes to the growing sustainability discourse in the academic community and provides actionable insights for educational institutions seeking to improve their marketing strategies in line with environmental and social responsibility goals. |
| doi_str | 10.51680/ev.37.2.13 |
| format | Article |
| id | oai_oai_doaj.org_article_782bf115038444f88dd62ac5054a5864 |
| issn_str_mv | 0353-359X 1847-2206 |
| language_str_mv | EN |
| oai_datestamp_str | 2025-01-01T14:27:34Z |
| oai_identifier_str | oai:doaj.org/article:782bf115038444f88dd62ac5054a5864 |
| publisher_str | Faculty of Economics and Business in Osijek |
| relation_str_mv | https://hrcak.srce.hr/file/471337 https://doaj.org/toc/0353-359X https://doaj.org/toc/1847-2206 |
| source_str | JOURNAL_A |
| source_txt | Ekonomski Vjesnik, Vol 37, Iss 2, Pp 403-418 (2024) |
| spellingShingle | Embracing sustainable marketing in higher education viewed through service quality: Students’ perspective Dunja Meštrović Lidija Bagarić Marija Ham |
| subject_str_mv | sustainability sustainable marketing higher education institutions students performance Social Sciences H Economics as a science HB71-74 |
| title | Embracing sustainable marketing in higher education viewed through service quality: Students’ perspective |
| type_str | article |
| url | https://doaj.org/article/782bf115038444f88dd62ac5054a5864 |