The responsiveness of higher education institutions to sustainability requests – results of a randomized controlled trial

Purpose Evidence suggests that universities do not fully use their potential to contribute to a sustainable future and often do not disclose efforts in this regard. This paper aims to explore whether universities are willing to share information about their sustainability progress and under what conditions they avoid disclosure. Design/methodology/approach A randomized controlled trial examined this observation. Universities were queried via an email campaign about their sustainability efforts, with the sender’s identity as the treatment. Findings Universities are more likely to respond to potential students than to scientific inquiries. The responsiveness correlates with actual sustainability efforts – higher investments result in greater willingness to disclose information. Research limitations/implications Future research could examine factors affecting responsiveness and types of information universities hesitate to share. Social implications Policymakers might consider mandatory sustainability reporting for comparability and to guide students in choosing environmentally conscious universities. Originality/value This study expands the understanding of institutional transparency by examining universities’ responsiveness to external sustainability-related inquiries, a dynamic dimension often overlooked in report-based analyses. The findings reveal that response behavior is systematically shaped by reputational incentives and signaling value, highlighting selective disclosure as a strategic practice in sustainability governance.