Objectives: The effects of the UN Decade under the recently approved Sustainable Development Goals (SDGs) were investigated, and a set of policy measures for a "second decade" in line with these objectives was proposed and future possible scenarios were described in terms of social, environmental, and economic aspects of sustainable development in higher education institutions. This study aims to explore the role of International Environmental Law (IEL) in promoting Sustainable Market Orientation (SMO), particularly in the United Arab Emirates region. SMO integrates three crucial sustainability attributes: social, environmental, and economic, which are key considerations in the modern international markets. This study explores the application of sustainable development theory and alternative international market paradigms to the new approach known as SMO within the higher education market. Currently, there is a lack of systematic effort to establish a valid measure of SMO. It seeks to identify mechanisms through which IEL can promote SMO in the UAE higher education markets. Theoretical Framework: The study is based on IEL principles set forth by the United Nations, which highlight the incorporation of economic, social, and environmental aspects. The core of this framework lies in recognizing that SMO and international legal modernization play key roles in harmonizing sustainable development objectives while safeguarding natural resources. Moreover, the framework is informed by environmental governance theories, and reforms in the international higher education markets. Method: Both primary and secondary data were utilized in the research. Secondary data involved analyzing Scopus and Web of Science databases to review published research. Primary data was acquired through an online survey and saved onto Google Drive, a file management platform. This approach facilitates straightforward online data collection and easy access to the gathered responses. Data were obtained from students, faculty members, managers, assistants, and administrative supervisors at the globally recognized Abu Dhabi University. A descriptive-analytical approach was utilized to assess the existing international environmental legal frameworks, and trends in SMO practices in the United Arab Emirates, which is moving towards internationalizing higher education. Results and Discussion: The findings indicate that SMO distinguishes itself from traditional marketing orientation (MO) by specifically encompassing MO (cultural and behavioral perspectives), essential SO (society-oriented), organizational innovation, and co-creation value orientations. SMO integrates three crucial sustainability attributes: economic, social, and environmental, which are key alternatives in the modern international markets. Scale development and validation offer strong empirical support that SMO is closely linked with commitment to International Environmental Law (IEL). The research findings suggest that these initiatives lead to mutually advantageous outcomes by enhancing environmental performance. The effectiveness of IEL relies on robust enforcement measures and collaborative efforts among nations to address shortcomings in Sustainable Market Orientation (SMO) and incentivize HEIs to adopt eco-friendly practices. Research Implications: This study contributes to a deeper understanding of how IEL can achieve SMO within higher education markets. Furthermore, it sheds light on addressing intricate sustainable development issues in the Middle East and Asia region. Achieving a balance between economic, social, and environmental orientations may require intentional policy development and implementation for SMO. Policymakers and legal experts can utilize this study to establish a framework for harmonizing national higher education strategies with global sustainability objectives, fostering enduring resilience in response to environmental challenges. It is crucial to highlight in future studies that upholding the International Law for Sustainable Development (ILSD) and endorsing the Declarations on Sustainability in Higher Education (SHE) are pivotal in advancing sustainability endeavors and garnering global acclaim within higher education establishments. This trajectory is projected to gain momentum in the years ahead. Originality/Value: The study offers a novel integration of international environmental legal reform, SMO, and sustainable development within the specific socio-political and environmental context of the Middle East and Asia region. This study provides a multidimensional perspective that is essential for effective and inclusive sustainable development policymaking. The current study differs from prior studies in several aspects. Firstly, it was conducted within a new framework of SMO within the realm of IEL literature. Secondly, it examined the progression of international market principles towards SMO, encompassing various strategies in international trade (economic, social, and environmental). Finally, this study focused on the Emirati higher education market, an area where research on SMO and IEL is lacking thus far.
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