Abstract:

Changing business environment has contributed to the growing need among businesses to understand and practice sustainability (Borin and Metcalf, 2010).This has resulted into growing demand from business schools to incorporate these skills in future graduates (Smith, Hart and Jo McCloskey, 1994; Pesonen, 2003; Demoss and Nicholson, 2005). As a primary response to these demands, sustainability retailed topics were incorporated in the curriculum (Bridges and Wilhelm, 2008). The efforts to incorporate sustainability vary from inclusion of sustainability in full degree program to including sustainability issues as one of the topic in some courses (Holt, 2003; Amran et al, 2010; Rusinko, 2010). Marketing curriculum was identified to play pivot role in this process (Borin and Metcalf, 2010; Wilhelm, 2008).