Global warming and sustainability: Understanding the beliefs of marketing faculty

Addressing climate change and sustainability topics in university research and teaching is paramount; however, the majority of marketing studies and courses do not examine these concepts. We investigate global warming beliefs and the sustainability values, attitudes, and beliefs of marketing faculty to understand how these may impact upon the state of sustainability research and teaching within the marketing academy. Using an online survey method, marketing faculty were surveyed from around the world. We found that belief in global warming was high and that this was affected by political ideology and research area. We also found broad perceptions of sustainability (i.e., beyond the environmental domain) in marketing faculty, possibly more so than previous higher education studies have revealed. However, a greater belief in market ideology to solve sustainability issues also exists. We found significant effects or associations between gender, political ideology, religion, expertise, region of current residence, and region of conferred highest degree on sustainability beliefs (definition, conception, and attitudes). Considering that we find a high belief in global warming and a broad and holistic understanding and positive attitude towards sustainability, questions remain about why only limited research and teaching has been done on the intersection between marketing and sustainability.