Pedagogy and Professional Development

Sustainability and Entrepreneurship in a Digital Area: The Integration of Sustainable Cotton and Situational-based Learning into the Undergraduate Education

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Abstract

This research examines the integration of sustainable cotton education and situational-based learning in undergraduate programs, specifically in the textile and apparel sector. It addresses the growing importance of sustainable cotton in the global market and the role of major fashion brands in promoting it. The project focuses on the need for digital-savvy college students to effectively market and communicate sustainable cotton's benefits through social media. Using Situation-Based Learning (SBL), based on Experiential Learning Theory, the study aims to bridge the theoretical-practical gap. Implemented in Digital Marketing and Retail Entrepreneurship courses, the project significantly enhanced students' knowledge of sustainable cotton and digital marketing. Results show an improved understanding of sustainable cotton manufacturing and marketing strategies, highlighting the effectiveness of SBL in education. The study concludes that integrating such learning approaches is crucial for fostering students' abilities to develop effective marketing strategies for sustainable practices in the fashion industry.

Keywords: Sustainable Cotton, Entrepreneurship, Digital, Situation-based Learning

How to Cite:

Youn, S., Zhao, L. & McBee-Black, K., (2024) “Sustainability and Entrepreneurship in a Digital Area: The Integration of Sustainable Cotton and Situational-based Learning into the Undergraduate Education”, International Textile and Apparel Association Annual Conference Proceedings 80(1). doi: https://doi.org/10.31274/itaa.17178