Article: The role of marketing strategies in promoting sustainability with the technology acceptance model Journal: International Journal of Markets and Business Systems (IJMABS) 2026 Vol.7 No.2 pp.121 - 137 Abstract: This study investigates the complex interaction between marketing, technology acceptance model (TAM) and sustainability in higher education. It specifically explores how creative marketing strategies influence environmentally friendly behaviours in students, aligning with mandates from bodies like UNESCO. The research proposes two approaches to behaviour modification for environmental sustainability: logical decision-making and education-driven mindset changes, highlighting the role of social media in increasing environmental consciousness. Addressing the lack of a systematic framework, the study's primary goal is to map the institution's sustainability process, focusing on the commitment of students and management. The findings identify eight key factors crucial for effective implementation: sustainability social awareness, education, culture activities, perceived usefulness, ease of use, attitude towards sustainability, students' intentions and institutional sustainability. This research provides comprehensive insights for developing and implementing sustainable practices in higher education. Inderscience Publishers - linking academia, business and industry through research

Title: The role of marketing strategies in promoting sustainability with the technology acceptance model

Authors: Tanya Anand; Kajul Bharti; Akshay Kumar Satsangi

Addresses: Dayalbagh Educational Institute, Deemed University, Agra, Uttar Pradesh, 282005, India ' Dayalbagh Educational Institute, Deemed University, Agra, Uttar Pradesh, 282005, India ' Dayalbagh Educational Institute, Deemed University, Agra, Uttar Pradesh, 282005, India

Abstract: This study investigates the complex interaction between marketing, technology acceptance model (TAM) and sustainability in higher education. It specifically explores how creative marketing strategies influence environmentally friendly behaviours in students, aligning with mandates from bodies like UNESCO. The research proposes two approaches to behaviour modification for environmental sustainability: logical decision-making and education-driven mindset changes, highlighting the role of social media in increasing environmental consciousness. Addressing the lack of a systematic framework, the study's primary goal is to map the institution's sustainability process, focusing on the commitment of students and management. The findings identify eight key factors crucial for effective implementation: sustainability social awareness, education, culture activities, perceived usefulness, ease of use, attitude towards sustainability, students' intentions and institutional sustainability. This research provides comprehensive insights for developing and implementing sustainable practices in higher education.

Keywords: TAM; technology acceptance model; institutional sustainability; social awareness; marketing strategies; attitude; sustainability perception; cultural activities; educational courses; student intention.

DOI: 10.1504/IJMABS.2026.155334

International Journal of Markets and Business Systems, 2026 Vol.7 No.2, pp.121 - 137

Received: 22 Oct 2025
Accepted: 24 Nov 2025
Published online: 30 Jul 2026 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article

Title: The role of marketing strategies in promoting sustainability with the technology acceptance model

Keep up-to-date