Аңдатпа
With increasing transparency of business processes and accessibility of information, consumers in the educational sphere are gradually transforming from passive recipients of educational services into active participants in the formation of university corporate policy. This transformation is especially important in the field of sustainable development, where consumer expectations, assessments and behavioral reactions can influence both communication practices and strategic priorities of higher education institutions. The article presents a conceptual model of interaction between consumers of educational services and universities in a virtual environment, aimed at ensuring the effective implementation of sustainable development principles in university business processes. The purpose of the study is to develop and empirically confirm a conceptual model of interaction between consumers and universities in the digital environment that facilitates university adaptation to sustainability requirements. To achieve this purpose, mixed research methods were used, including an expert survey and correlation and regression analysis based on data from 50 Kazakhstani universities. The results demonstrate statistically significant relationships between consumer activity in the virtual environment and indicators of university sustainable development. Particular importance is associated with activity in social networks, participation in online initiatives, information transparency and feedback mechanisms. The findings confirm that informed and active consumers of educational services can play a transformative role in the development of sustainable university strategies. Digitalization increases the speed of communication, expands opportunities for participation and creates additional conditions for integrating consumer expectations into university management.