{"title":"How to increase students' motivation to engage in university initiatives towards environmental sustainability","authors":"Israel-Javier Juma-Michilena, Maria-Eugenia Ruiz-Molina, Irene Gil-Saura, Sergio Belda-Miquel","doi":"10.1111/joca.12527","DOIUrl":null,"url":null,"abstract":"<p>Nowadays, it is of vital importance to make students aware of the problems that can be generated by the deterioration of the environment. The purpose of this study is to establish a suitable mechanism to predict behavior and to investigate the actions that most motivate students to participate in sustainability activities both on and off campus. To achieve this objective, a sample of 1446 students from nine Latin American universities is analyzed using the CHAID algorithm as a segmentation technique. In this way, the aim is to identify the most relevant actions that allow students to be segmented according to their motivations. From a theoretical point of view, the effectiveness of this segmentation technique in the context of environmental sustainability is confirmed, and from a practical point of view, university managers are provided with guidelines on the most effective measures to motivate students to develop pro-environmental behavior.</p>","PeriodicalId":47976,"journal":{"name":"Journal of Consumer Affairs","volume":"57 3","pages":"1304-1323"},"PeriodicalIF":2.5000,"publicationDate":"2023-04-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://onlinelibrary.wiley.com/doi/epdf/10.1111/joca.12527","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Consumer Affairs","FirstCategoryId":"96","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1111/joca.12527","RegionNum":3,"RegionCategory":"经济学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Nowadays, it is of vital importance to make students aware of the problems that can be generated by the deterioration of the environment. The purpose of this study is to establish a suitable mechanism to predict behavior and to investigate the actions that most motivate students to participate in sustainability activities both on and off campus. To achieve this objective, a sample of 1446 students from nine Latin American universities is analyzed using the CHAID algorithm as a segmentation technique. In this way, the aim is to identify the most relevant actions that allow students to be segmented according to their motivations. From a theoretical point of view, the effectiveness of this segmentation technique in the context of environmental sustainability is confirmed, and from a practical point of view, university managers are provided with guidelines on the most effective measures to motivate students to develop pro-environmental behavior.
期刊介绍：
The ISI impact score of Journal of Consumer Affairs now places it among the leading business journals and one of the top handful of marketing- related publications. The immediacy index score, showing how swiftly the published studies are cited or applied in other publications, places JCA seventh of those same 77 journals. More importantly, in these difficult economic times, JCA is the leading journal whose focus for over four decades has been on the interests of consumers in the marketplace. With the journal"s origins in the consumer movement and consumer protection concerns, the focus for papers in terms of both research questions and implications must involve the consumer"s interest and topics must be addressed from the consumers point of view.
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