Publication: Understanding students’ responses to university SDG-focused projects
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Date
2025-03-25
Authors
Marín Rives, Longinos ; López López, Inés ; Cuestas Díaz, Pedro Jesús
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Publisher
Taylor and Francis Group
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DOI
https://doi.org/10.1080/08841241.2025.2481369
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info:eu-repo/semantics/article
Description
Abstract
Organizations often include a commitment to the Sustainable Development Goals (SDGs) in their sustainability policies. Although the literature on corporate social responsibility (CSR) has extensively analyzed the effects of CSR on consumer behavior, research on the effects of the SDGs is lacking. This study analyzes the impact of SDG implementation on individuals’ responses. Building upon a quantitative approach, an online questionnaire was distributed to 350 university students. Findings suggest that students positively value the involvement of their university in SDGs projects. Specifically, attitude toward the SDGs and project participation lead to higher satisfaction with the project, which then increases identification with the university. Thus, commitment to the SDGs at universities pays off not only in terms of students embracing sustainability values but also in terms of stronger connection to the institution. The implications for universities are clear, and may materialize in increased support, positive WOM, and advocacy behavior from students.
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Citation
Journal of Marketing for Higher Education, 2025
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