Open AccessAttitudes and perceptions of sustainable marketing in higher education ‒ designing a measurement instrument
Author(s) -
Darko Meštrović,
Lidija Bagarić,
Dina Lončarić
Publication year - 2021
Publication title -
ekonomski vjesnik
Language(s) - English
Resource type - Journals
eISSN - 1847-2206
pISSN - 0353-359X
DOI - 10.51680/ev.34.2.12
Subject(s) - exploratory factor analysis , marketing , perception , reliability (semiconductor) , nonprobability sampling , validity , quantitative marketing research , psychology , descriptive statistics , sustainable development , higher education , knowledge management , scale (ratio) , marketing research , meaning (existential) , order (exchange) , computer science , business , statistics , mathematics , sociology , political science , return on marketing investment , psychometrics , geography , population , law , psychotherapist , service (business) , power (physics) , quantum mechanics , physics , demography , cartography , finance , neuroscience , clinical psychology
Purpose: The purpose of this paper is to demonstrate the process of designing the measurement instrument that captures attitudes and perceptions of manifest forms of sustainable marketing in higher education in order to gain an insight into the way of how each selected group of higher education stakeholders perceive and understand the concept and the meaning of sustainable marketing. Methodology: In order to gain new knowledge, primary research was conducted on a purposive sampling of experts, where 104 valid and complete answers from selected stakeholders related to higher education were received. Quantitative analysis of the collected data was then applied, using descriptive statistics methods and procedures for determining the instrument’s dimensionality, validity and reliability. Results: After the exploratory factor analysis, the multidimensional structure of the proposed measurement instrument of sustainable marketing in higher education was determined, which meets all the given scale validity criteria. Conclusion: This research has formed a valid measurement instrument of sustainable marketing in higher education of statistical and theoretical significance, which can be used for further research, development and validation.