Exploring the relationship between sustainable marketing and the performance of a higher education institution*

This paper addresses the challenges and opportunities of applying sustainable marketing in higher education institutions (HEI), focusing on the performance of the higher education institution in achieving multiple goals from the perspective of stakeholders. Although the existing academic literature, contains a wide range of research on sustainability, it is mainly focused on the for-profit sector. A lack of research examining sustainable marketing in the public sector, especially in the field of higher education, has been noted. An analysis of the existing scientific literature was carried out and the barriers to wider adoption of sustainable marketing in the academic environment are identified. Quantitative research was conducted to test the proposed conceptual model defined by the multidimensional construct of sustainable marketing and its impact on the success of a higher education institution. The research results showed a positive relationship between sustainable marketing and higher education institution performance. The benefits of implementing sustainable marketing can be seen in creating positive changes that we as a society want to experience, in the rational use of resources, and in creating added value while considering the long-term interests of society and the environment. The research findings can contribute to a better understanding of the fak. Rij. role of sustainable marketing in higher education and provide guidelines for its broader application to create a more sustainable and socially responsible academic environment.