Influence of Green Branding on the Sustainability of Public Universities in Kenya

Purpose of Study: This study examined the influence of green branding on the sustainability of public universities in Kenya. It sought to determine whether integrating environmental responsibility into institutional identity, communication, and branding practices contributes to improved sustainability outcomes, including stakeholder engagement, institutional reputation, revenue generation, and long-term organizational viability. Methodology: The study adopted a positivist philosophy and an ex post facto explanatory sequential mixed-methods design. Data were collected from 307 senior administrative and academic staff drawn from 35 public chartered universities in Kenya. Quantitative data were analyzed using descriptive statistics and binary logistic regression, while qualitative data were analyzed thematically. Findings: The findings revealed that green branding significantly influences the sustainability of public universities in Kenya. Green branding increased the likelihood of institutional sustainability at both bivariate (OR = 2.777, p < .001) and multivariate levels (OR = 4.358, p < .001). The results showed that universities with stronger green identities, sustainability-focused communication, and environmental commitments were more likely to achieve sustainable outcomes. Qualitative findings further indicated that green branding enhances reputation, stakeholder trust, partnerships, and institutional differentiation when supported by actual sustainability practices. However, some universities demonstrated gaps between external green communication and internal integration of sustainability values. Conclusion: The study concludes that green branding is a strategic sustainability tool for public universities rather than merely a communication practice. Universities should integrate environmental responsibility into their missions, policies, operations, and stakeholder engagement strategies to strengthen credibility, reduce greenwashing risks, and improve long-term institutional sustainability.