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Sustainability Teaching in Marketing: An Importance-Performance Analysis in Higher Education Institutions

In: Disruptions, Diversity, and Ethics in Marketing

Author

Listed:
  • María del Mar Martínez-Bravo

    (University of Almería)

  • María de las Mercedes Capobianco-Uriarte

    (University of Almería)

  • Eduardo Terán-Yépez

    (University of Almeria, CIMEDES Research Center, Spain – Andalusian Institute of Research and Innovation in Tourism (IATUR))

  • Eugenia Maria Gonçalves Matos-Pedro

    (Universidade da Beira Interior
    NECE – Research Center for Business Sciences, Universidade da Beira Interior)

  • Carla Alexandra Barbosa-Pereira

    (Universidade da Beira Interior
    NECE – Research Center for Business Sciences, Universidade da Beira Interior)

Abstract

Sustainability teaching has come to the fore as a foundation for addressing the unprecedented challenges that the planet and the society face. However, the effectiveness of higher education institutions (HEI) in their pivotal role in educating and instructing the students who will occupy leadership, management, and marketing positions in the future has been questioned. The objective of this study is to examine the performance of sustainability teaching based on an importance-performance analysis of the perceptions of marketing students in two HEI: the University of Almería and the University of Beira Interior. We analyze whether students differ in which learning approaches they consider important for integrating sustainability into their competencies, whether they consider them effective, and how their opinions differ depending on the HEI they come from. This study contributes to guiding universities in their actions to ensure that graduates are prepared to navigate the complex landscape of sustainability in their upcoming work career.

Suggested Citation

  • María del Mar Martínez-Bravo & María de las Mercedes Capobianco-Uriarte & Eduardo Terán-Yépez & Eugenia Maria Gonçalves Matos-Pedro & Carla Alexandra Barbosa-Pereira, 2025. "Sustainability Teaching in Marketing: An Importance-Performance Analysis in Higher Education Institutions," Springer Proceedings in Business and Economics, in: Sergio Martínez-Puertas & Manuel Sánchez-Pérez & Cristina Segovia-López & Eduardo Terán-Yépez (ed.), Disruptions, Diversity, and Ethics in Marketing, chapter 0, pages 61-73, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-70488-8_5
    DOI: 10.1007/978-3-031-70488-8_5
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