Exploring future marketers’ attitudes towards sustainable marketing: Insights from Gen Z students in Vietnam and Hungary

Do Tran Diem Mai (2025) Exploring future marketers’ attitudes towards sustainable marketing: Insights from Gen Z students in Vietnam and Hungary. ['eprint_fieldopt_faculty_mük' not defined]. (Kéziratban)

	PDF SSA Paper Final Mai_.pdf Hozzáférés joga: Csak nyilvántartásba vett egyetemi IP címekről nyitható meg Download (1MB)
	Microsoft Word Mai resume.docx Hozzáférés joga: Csak nyilvántartásba vett egyetemi IP címekről nyitható meg Download (16kB)
	PDF Mai resume .pdf Hozzáférés joga: Csak nyilvántartásba vett egyetemi IP címekről nyitható meg Download (103kB)
	PDF 08 BGE TDK_AUTHORS CONSENT 2025 HUN ENG.pdf Hozzáférés joga: Csak nyilvántartásba vett egyetemi IP címekről nyitható meg Download (183kB)
	PDF Do Tram Dien Mai_Paper_evaluation_form_2025 .pdf Hozzáférés joga: Bizalmas dokumentum (bírálat) Download (142kB)
	PDF Evaluation 2025.pdf Hozzáférés joga: Bizalmas dokumentum (bírálat) Download (855kB)

Absztrakt (kivonat)

Generation Z - an important segment of the labor market workforce, possesses distinctive identity characteristics as this generation was raised under specific conditions different from previous generations. Research on Gen Z’s awareness of sustainable marketing and their attitudes toward sustainable behaviour is particularly essential, playing a crucial role in encouraging change toward ethical consumption in the future. This study seeks to address this issue in depth by exploring the motivations of Gen Z marketing students regarding sustainability and examining the reasons for differences in their awareness of sustainable marketingwhilestudying in different countries and universities. A qualitative approach was employed, using in-depth interviews with undergraduate marketing students in Vietnam and Hungary, along with professors (from Vietnam and Hungary) who are specialized and responsible in teaching sustainability. The study found that although both groups maintained high-achieving students with a knowledge foundation in sustainability, the differences in policies, economic conditions, culture, and competition led to variations in their perceptions and attitudes toward corporate responsibility and the demand for decent work. Vietnamese students generally perceive sustainable development in marketing as an emerging communication trend and note that educational programs still lack practical relevance. The challenging living environment and visible consequences of climate change have motivated Generation Z to take action and to expect genuine collaboration from both businesses and the government to drive societal transformation. In contrast, marketers within the European context—where institutional frameworks, policies, and enforcement mechanisms are already well established—most students show less motivation to pursue in–depthresearchon this topic. The study further emphasises the role of marketing education in realizing the United Nations Sustainable Development Goals and, throughstudent interviews,provides directions for higher education institutions for the curriculum and in the pedagogical design, and strategic development to better prepare students for the future appropriate to each region.

Intézmény

Budapesti Gazdasági Egyetem

Kar

['eprint_fieldopt_faculty_mük' not defined]

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	TDK dolgozat
Kulcsszavak:	21th century, education, marketing, sustainability, sustainable development
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2026. Ápr. 16. 07:38
Utolsó módosítás:	2026. Ápr. 16. 07:38

Actions (login required)

Tétel nézet