This article analyses the theoretical foundations of consumer choice and equilibrium, emphasising the multifaced factors that influence consumer behaviour. Key factors such as individual preferences, income levels, pricing of goods and services, social media trends, advertising strategies, brand perception, and cultural influences are examined. The study aims to provide a comprehensive theoretical analysis of consumer choice theory, while identifying constraints like budget limitations, price fluctuations and substitution effects that impact decision-making. Furthermore, it explores consumer equilibrium within economic theory and its interplay with
various influencing variables. Recent market trends are investigated through scientific methodologies related to preferences, utility maximisation, income changes, and behavioural economics. Finally, the findings are contextualised within the sustainable tourism sector. This research contributes to a deeper understanding of consumer dynamics in contemporary markets, and offers insights for policymakers and businesses aiming for sustainability in their practices.
Economic sustainability based on the triple bottom line is not new, but topical in the scientific discussion on the development of economic growth. International organisations globally, together with governments, budget an increase in funding for education as the main tool for sustainable annual economic growth. On the other hand, it is difficult to measure the outcome of financial effort, as it is an intangible asset. The current research is based on interviews with 20 professors and 20 students at Klaipėda University and LCC International University, to learn how they understand their role in economic development, and to verify the dependency of their desire to contribute more to their awareness. The findings of the qualitative research show that productivity by both students and educators depends on their awareness of their economic role. On the other hand, as the study shows the limitation of participants’ perception of their economic role, its promotion is suggested.