Data-Driven Insights into Consumer Satisfaction in E-Learning: Implications for Sustainable Digital Marketing

This study investigates consumer satisfaction in e-learning services by addressing a specific gap in the literature: the limited integration of sustainability principles and behavioral modeling in understanding satisfaction drivers in online education. While existing studies have explored engagement and usability, few have considered how sustainability-related factors influence satisfaction in digital learning environments. Based on a conceptual model involving system quality, service quality, motivation, and cognitive engagement, we applied structural equation modeling (WarpPLS) to a sample of 312 university students from Romania, using mainstream learning management systems (LMS). Data were collected from students at the Bucharest University of Economic Studies using a convenience sampling method. The results show that service quality and cognitive engagement are the strongest predictors of satisfaction. This study offers practical recommendations for improving sustainable digital marketing strategies in e-learning, such as enhancing support services and aligning platform features with eco-conscious consumer expectations.