The Importance of Sustainable Development and the Marketing Activities of Eco-Schools

Abstract

Sustainable development has become increasingly important worldwide in recent decades. The issue is crucial in terms of the need to preserve the Earth's natural resources in the long run, while also being essential for building a more livable future.

This article examines the marketing activities of eco-schools. These institutions embody everything that education can contribute to sustainability, while also engaging in marketing efforts to achieve their sustainability and other objectives. Our study aims to explore how the environmental programs and sustainability initiatives of eco-schools, as marketing activities, impact student enrollment rates, institutional social responsibility, and students' environmentally conscious behavior.

The research was conducted using a quantitative method, specifically through a questionnaire survey. Out of the 1,402 schools in the Hungarian Eco-School Network, 148 completed questionnaires were returned.

The preliminary results indicate that environmentally conscious programs and sustainability initiatives have a significant impact on student enrollment. Schools that actively engage in eco-friendly activities attract more interest. Additionally, eco-conscious marketing efforts and participation in local and national environmental actions enhance the institution's social reputation and strengthen cooperation with local communities. Moreover, these eco-activities positively influence students' environmentally conscious behavior.