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Pepperdine Journal of Communication Research

Abstract

The sustainability movement found in

many popular companies (i.e. Patagonia, Toms Shoes, Rareform) promotes helping the changing climate as part of their marketing strategy. Our research begins to uncover the benefits of these movements that shape student’s thinking towards sustainability. This study aims to evaluate sustainability on the campus of Pepperdine University from the students’ point-of-view after participating in a sustainability project in marketing classes. A convenience non-probability sample of 75 participants engaged in the quantitative Qualtrics online survey. Our results reveal that Pepperdine students who participated in the marketing campaign consider sustainability important, have positive attitudes toward the environment and participate in sustainable behaviors. Grounded in transformative learning theory, we provide a call to action for students at Pepperdine University as a means to engage in the changing sustainability climate.

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