Sustainability worldviews of marketing academics: A segmentation analysis and implications for professional development (2020)
The epistemology of the business school has been argued to be a large barrier towards the integration of sustainability in education and research. This research aims to shed light on the fundamental marketing and consumption assumptions marketing academics hold. In an international online survey of 437 marketing academics, the research found four clusters of sustainability worldviews and key demographic differences (based upon sex and academic rank) in sustainability, consumption and marketing beliefs. This research provides a reflection of the disciplines’ theoretical and philosophical beliefs in relation to sustainability. Such reflection has implications for the future of sustainability within the marketing academy, as well as an understanding of the conceptualizations of sustainability graduates receive from their education. Based upon the findings, suggestions are provided about how to encourage sustainability research and teaching within marketing departments and how professional development activities in business schools should integrate sustainability content.
CitationKemper JA, Ballantine PW, Hall CM (2020). Sustainability worldviews of marketing academics: A segmentation analysis and implications for professional development. Journal of Cleaner Production. 271. 122568-122568.
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KeywordsBeliefs; Sustainability; Education for sustainability; Academics; Faculty; Business education; Sustainability marketing
ANZSRC Fields of Research35 - Commerce, management, tourism and services::3506 - Marketing::350608 - Marketing theory
39 - Education::3901 - Curriculum and pedagogy::390103 - Economics, business and management curriculum and pedagogy
39 - Education::3903 - Education systems::390307 - Teacher education and professional development of educators
39 - Education::3903 - Education systems::390303 - Higher education
35 - Commerce, management, tourism and services::3506 - Marketing::350612 - Social marketing
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