Sustainability worldviews of marketing academics: A segmentation analysis and implications for professional development

Abstract

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.