This study examines how university sustainability—through governance, campus operations, and core functions—influences the construction of a conscious university brand, focusing on the dimensions of identity, image, and ecological attitude. A secondary objective was to identify which brand dimensions are most and least affected by sustainability practices. To address this, two measurement instruments were developed to capture students' perceptions of sustainability and branding. Data were collected from 1,455 students across eleven Colombian universities accredited for high academic and sustainability standards. The analysis was conducted using Partial Least Squares Structural Equation Modelling (PLS-SEM), with JASP software (v.0.19). Findings validate the proposed model and demonstrate that governance and campus management are the most influential sustainability dimensions in shaping a conscious brand. Meanwhile, research and community outreach remain underrepresented despite their potential. This study offers theoretical insight and practical guidance for higher education institutions seeking to align brand identity with sustainability commitments.
Giraldo-Giraldo et al. (Sat,) studied this question.
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