Adopting sustainable attitudes and behaviors in Spanish universities: a study of moderating effects of education and age

Begoña Grijalvo is a PhD candidate in Marketing at the Faculty of Economics of the University of Valencia, Spain. She is currently pursuing her PhD with a focus on social marketing and sustainability. She has extensive experience working in business strategy for multinational companies. She is employed as a Management Technician at the University of Valencia. Her educational background has provided her with a strong foundation in both business strategy and international business. She is deeply committed to promoting and achieving the Sustainable Development Goals, which guide her professional and academic endeavors.

Inés Küster is a Professor in Marketing in the Department of Marketing – Faculty of Economics, University of Valencia, Spain. She got her PhD in Marketing from the University of Valencia in 1999. Her research attention has focused on the areas of strategic marketing and sales. She has published articles in several refereed journals (i.e. JOUEC; Information and Management, JQR; European Journal of Innovation Management; Journal of Business and Industrial Marketing; Innovative Marketing; Qualitative Market Research: An International Journal; European Journal of Marketing; The Marketing Review; Marketing Intelligence and Planning; Journal of Global Marketing; Journal of Relationship Marketing; Annals of Tourism Research; Sex Roles; Equal et al. and other relevant Spanish journals). She is the author of diverse books and book chapters related to her investigation field. She has also presented papers at the European Marketing Conference and the Academy of Marketing Conference. She collaborates with several companies, helping them in marketing areas (recruiting salespeople, training sales managers, analyzing commercial efforts, etc.).

Natalia Vila is a Professor in Marketing in the Department of Marketing – Faculty of Economics, University of Valencia, Spain. She got her PhD in Marketing from the University of Valencia in 1999. She has carried out research on topics such as competitive positioning, identification of strategic groups/competitive groups and the application of multidimensional scaling in marketing. Her research work has been published in the European Journal of Marketing; International Marketing Review, Marketing Intelligence and Planning; Journal of Consumer Marketing; Journal of Relationship Marketing; Innovative Marketing; Journal of Marketing Management; Journal of Strategic Marketing; European Journal of Innovation Management; Qualitative Market Research: An International Journal; The Marketing Review; Journal of Global Marketing; Journal of Travel and Transport Marketing; Equal Opportunities International and Spanish refereed journals. She has presented papers at several conferences such as EMAC, AM or AMS.