This research paper aims to explore the value-action gap (VAG) between business students’ future-oriented normative sustainability transformation expectations from Higher Education Institutions (HEIs) and their behavioral intentions to engage in sustainable actions. The gap is compared between two countries – USA and Germany – that differ in their cultural orientations. Country context, students’ collectivist orientation, involvement and gender are examined to understand the discrepancy.
A quantitative research design, based on a standardized questionnaire, is applied. Data (n = 239) was collected from both countries using an online survey. Odds ratio is calculated to examine the propensity of students’ intentions to take actions if their sustainability expectations are unmet.
The findings indicate that students’ expectations have a significant relationship to behavioral intentions; gender’s role was marginal whereas collectivist values did not play a role, and involvement has the strongest moderating influence on the size of VAG which was found larger in the German context.
Future research should incorporate additional variables, such as skepticism, status-quo perceptions and perceived barriers to sustainable transformations. Forming student segments and obtaining similar data from university administrators or employees could be beneficial in understanding VAGs in HEIs.
Results can assist HEIs in aligning their actions with sustainability expectations to promote student engagement and avoid perceptions of greenwashing or organizational hypocrisy.
In considering students as change agents for sustainability, this study provides insights for societal change and accomplishing the UN Sustainable Development Goals (SDGs).
This is the first study to analyze the VAG in HEIs’ sustainability transformation based on future-oriented sustainability expectations.
