ATTITUDES AND PERCEPTIONS OF SUSTAINABLE MARKETING IN HIGHER EDUCATION ‒ DESIGNING A MEASUREMENT INSTRUMENT

Abstract

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.