Climate Change Awareness and Sustainable Marketing Practices among Students at Pilgrim Christian College

Climate change remains one of the most pressing global challenges of the 21st century, with the Philippines among the most vulnerable due to recurring typhoons, flooding, and sea-level rise. Higher education institutions are tasked with equipping students, particularly in business and marketing, to integrate sustainability into professional practice. This study examined the relationship between climate change awareness and sustainable marketing practices among Bachelor of Science in Business Administration–Marketing Management students at Pilgrim Christian College (PCC). Specifically, it aimed to assess awareness, evaluate sustainable practices, analyze demographic differences, and test the relationship between awareness and practice. Using a descriptive–correlational design, 86 stratified respondents participated through a validated questionnaire and interviews. Results showed that students were generally “Highly Aware” (M = 3.39) of human causes and global warming, but less informed on biodiversity and food security. Sustainable marketing practices were also rated “Highly Sustainable” (M= 3.41), though gaps were noted in peer advocacy, evaluation of green advertising, and project participation. Significant differences emerged by sex and internet use, with female students and research-driven users showing stronger engagement. Correlation analysis revealed that attitudes toward climate action and access to environmental information significantly predicted sustainable practices (p < .05), while knowledge alone did not affect ethical advertising awareness. The study concludes that awareness, while necessary, is insufficient without experiential learning, structured curriculum integration, and peer-led initiatives. Accordingly, the proposed Sustainability Integration in Marketing Education (SIME) framework emphasizes applied projects, institutional partnerships, and advocacy-oriented learning to enhance sustainability literacy and professional practice.