More green thoughts than actions: Insights from marketing instructors at a Canadian University
Sustainability discourse provides directions for sustainable development in the global context; education should be transformed to address sustainability concerns. Many universities have adopted a sustainability focus and university instructors play a vital role in inculcating sustainability princip...
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| Format: | Article |
| Language: | English |
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Elsevier
2025-03-01
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| Series: | Cleaner and Responsible Consumption |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2666784325000087 |
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| _version_ | 1850035217679515648 |
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| author | Anh Thu Nguyen Paul Berger Ellen Field |
| author_facet | Anh Thu Nguyen Paul Berger Ellen Field |
| author_sort | Anh Thu Nguyen |
| collection | DOAJ |
| description | Sustainability discourse provides directions for sustainable development in the global context; education should be transformed to address sustainability concerns. Many universities have adopted a sustainability focus and university instructors play a vital role in inculcating sustainability principles in students, but in business education there is little research on how marketing instructors interpret sustainability or how that affects their teaching. This qualitative case study used semi-structured interviews and content analysis of course syllabi to gain the insights of marketing instructors at a university in Canada; specifically, how they interpret sustainability, how they integrate sustainability into their marketing instruction, and the perceived factors affecting their teaching practices. Thematic analysis with NVivo identified a dilemma; business worldviews limit what marketing instructors think about sustainability and whether and how they teach it in marketing courses. If marketing instructors are not teaching about sustainability, it is a missed opportunity to transform production, consumerism and marketing. As universities are increasingly trying to implement sustainability integration in teaching and learning, this research provides useful implications for marketing instructors, educational leaders, business schools, professional associations and textbook publishers. |
| format | Article |
| id | doaj-art-4d183e02c0494037b37b57a7271da6b9 |
| institution | DOAJ |
| issn | 2666-7843 |
| language | English |
| publishDate | 2025-03-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Cleaner and Responsible Consumption |
| spelling | doaj-art-4d183e02c0494037b37b57a7271da6b92025-08-20T02:57:33ZengElsevierCleaner and Responsible Consumption2666-78432025-03-011610025710.1016/j.clrc.2025.100257More green thoughts than actions: Insights from marketing instructors at a Canadian UniversityAnh Thu Nguyen0Paul Berger1Ellen Field2Mount Royal University, 4825 Mt Royal Gate SW, Calgary, AB, T3E 6K6, Canada; Corresponding author.Lakehead University, Thunder Bay, 955 Oliver Rd, Thunder Bay, ON, P7B 5E1, CanadaLakehead University, Orillia, 500 University Ave, Orillia, ON, L3V 0B9, CanadaSustainability discourse provides directions for sustainable development in the global context; education should be transformed to address sustainability concerns. Many universities have adopted a sustainability focus and university instructors play a vital role in inculcating sustainability principles in students, but in business education there is little research on how marketing instructors interpret sustainability or how that affects their teaching. This qualitative case study used semi-structured interviews and content analysis of course syllabi to gain the insights of marketing instructors at a university in Canada; specifically, how they interpret sustainability, how they integrate sustainability into their marketing instruction, and the perceived factors affecting their teaching practices. Thematic analysis with NVivo identified a dilemma; business worldviews limit what marketing instructors think about sustainability and whether and how they teach it in marketing courses. If marketing instructors are not teaching about sustainability, it is a missed opportunity to transform production, consumerism and marketing. As universities are increasingly trying to implement sustainability integration in teaching and learning, this research provides useful implications for marketing instructors, educational leaders, business schools, professional associations and textbook publishers.http://www.sciencedirect.com/science/article/pii/S2666784325000087Education for sustainable developmentMarketing educationMarketing instructorsSustainabilitySustainability integrationBusiness schools |
| spellingShingle | Anh Thu Nguyen Paul Berger Ellen Field More green thoughts than actions: Insights from marketing instructors at a Canadian University Cleaner and Responsible Consumption Education for sustainable development Marketing education Marketing instructors Sustainability Sustainability integration Business schools |
| title | More green thoughts than actions: Insights from marketing instructors at a Canadian University |
| title_full | More green thoughts than actions: Insights from marketing instructors at a Canadian University |
| title_fullStr | More green thoughts than actions: Insights from marketing instructors at a Canadian University |
| title_full_unstemmed | More green thoughts than actions: Insights from marketing instructors at a Canadian University |
| title_short | More green thoughts than actions: Insights from marketing instructors at a Canadian University |
| title_sort | more green thoughts than actions insights from marketing instructors at a canadian university |
| topic | Education for sustainable development Marketing education Marketing instructors Sustainability Sustainability integration Business schools |
| url | http://www.sciencedirect.com/science/article/pii/S2666784325000087 |
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