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Purpose – The purpose of this study is to extend the current knowledge of curriculum developments in international business and marketing curricula. Integrating sustainability into business and marketing curricula of the universities are widely debated in previous literature. Sustainability is a global phenomenon; however, curriculum development projects aimed at integrating sustainability education into international business and marketing curricula are scarce. The study investigates the learning gaps in sustainability education among undergraduates enrolled in an International Marketing course to postulate a series of pedagogical practices, leading to effective integration of sustainability education into the curricula. Design/methodology/approach – Two-phased research method consisting of complementary data collection techniques informed the findings of this study. First, an online survey was conducted among 111 undergraduates enrolled in an International Marketing course. The findings of the survey are used in designing the second phase of data collection performed through a content analysis of essays written by 60 undergraduates evaluating sustainable marketing practices of international firms. Informed by the findings gathered through SPSS- and Nvivo-aided data analysis, this study postulates a series of pedagogical practices. Findings – The study argues that curriculum development projects in integrating sustainability into an existing curriculum in universities should be aimed at bridging undergraduates’ learning gaps in sustainability education. The main learning gaps identified in the study reveal that undergraduates find it difficult to view the social function of international business firms from a holistic point of view; critically assess sustainable marketing practices; and articulate futuristic views on sustainable marketing practices. Further, the content analysis revealed three major thematic categories: sustainability from reductionists’ perspective, sustainable marketing practices bring nothing “but good for businesses”, ambivalent about the future success of sustainable marketing practices. Triggered by these learning gaps, thematic categories and the theoretical underpinnings of Rusinko’s (2010) matrix for integrating sustainability education, the study offers a set of practical pedagogical guidelines to incorporate sustainability education into curricula. Research limitations/implications – The study is limited to exploring undergraduate student perspectives, and it would be worthwhile if educators’ perspectives are explored in future studies. The findings could be further improved by conducting a cross-sectional study across several business disciplines. Practical implications – Based on the findings of the study, a set of guidelines for developing a pedagogical plan to incorporate sustainable education into curricula is presented. Originality/value – Educators argue that successful curriculum development projects aiming at integrating sustainability into existing curricula should be aligned with the structure of the existing curricula, and those new pedagogical practices in integrating sustainability into existing curricula should be built on students’ learning gaps in sustainability education. To this end, this study examined undergraduates’ learning gaps in sustainability education and postulated pedagogical practices toward integrating sustainability education into an existing curriculum of international marketing.

This paper explores the phenomenon of green prosumption with a view to theorising the phenomenon and highlighting the challenges and opportunities this particular subculture creates for marketers of green commodities. Narratives of young green prosumers were gathered from 18 phenomenological in‐depth interviews. Capturing green prosumer experiences and subjective meanings, three thematic categories of green prosumption practices, (a) contraction, (b) control, and (c) creation, are postulated in the study. It also highlights several unforeseen challenges as well as a vast array of opportunities emerging from the three green prosumer segments identified in the study: semi‐green prosumers, empowered green prosumers, and liberated green prosumers. This study provides green commodity marketers with a set of recommendations to exploit opportunities in these largely untapped market segments.

Purpose—The purpose of this study is to examine the relationship between climate change beliefs, personal environmental norms and environmentally conscious behaviour. This study also investigates how the relationship between climate change beliefs and environmentally conscious behaviour is mediated by environmental identity. Design/methodology/approach—A survey conducted online involving 564 Australians informs the findings. Data analysis is performed using AMOS, a structural equation modelling package. Findings—This study finds strong positive relationships between climate change beliefs, personal environmental norms and environmentally conscious behaviour. The relationship between climate change beliefs and environmentally conscious behaviour is partially mediated by environmental identity. In addition, this study also finds that the relationships between personnel environmental norms, and environmental identity and environmentally conscious behaviour are partially mediated by climate change beliefs. Further, both personal environmental norms and climate change beliefs play stronger roles than environmental identity in environmentally conscious behaviour. Originality—This study engages in a scholarly conversation which claims the predictability of personal environmental norms in environmentally conscious behaviour. It adds value by establishing boundary conditions to some conversations in the field of study that claim environmental identity can be a better predictor of environmentally conscious behaviour. Research implications and limitations—This study postulates an integrated framework of value, beliefs and norms and the norm activation model to investigate environmentally conscious behaviour. This study findings are limited to a survey which involved an Australian sample. Practical implications—This study provides valuable implications for environmentally conscious businesses and policy makers. This study stresses the importance of highlighting climate change beliefs to enhance increased environmentally conscious behaviour engagement. It is, however, strongly recommended to focus on personal environmental norms as well because they play a stronger role in environmentally conscious behaviour engagement than climate change beliefs and strengthen climate change beliefs. This is important especially when conversations on the adverse effects of climate change and strategies to combat them are clouded by some political debates.

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Purpose This study aims to explore how young adults understand the climate change problem. It also explores whether environmental paradigms explain how young adults perceive climate change risks in their everyday green conscious behavior. Design/methodology/approach This interpretive research draws on in-depth interviews with 20 young Australians (aged between 19-25 years) who engage in green conscious behavior. Findings Three thematic categories (“non-local” climate change risk, oscillation between environmental paradigms and anthropocentric environmentalism) emerged from the data. The study finds that “non-local” climate change risk perceptions and environmental paradigms inform green conscious behavior. However, no association between environmental paradigms and climate change risk perceptions is found. The study postulates a skeletal theoretical framework for understanding the green conscious behavior of young adults. Practical implications Recommendations are provided on how to sustain young adults’ interest in environmental wellbeing and in promoting green commodities in young consumer markets. Suggestions include creating a clear awareness of climate change with a constructive or positive appeal resolving ‘non-local’ climate change risk perceptions and position green commodities as “pro-actions” or “solutions”, as opposed to “reactions”, when reaching young consumer markets. Originality/value A high level of green consciousness among young adults is recorded in recent global surveys. This green conscious young consumer segment, however, appears to be largely ignored by green commodity marketers. This study provides green commodity marketers with necessary insights to explore the opportunities that might arise in this unique market segment.

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