Green practices as branding tools: an empirical study in the context of higher education

Purpose Green practices can be considered a marketing tool to enhance a university’s image and student outcomes. Based on the theories of customer engagement and value co-creation, this study aims to develop a conceptual model showing the impacts of students’ green engagement, universities’ green management, branding factors and student satisfaction and value co-creation behaviors. Design/methodology/approach Data from a survey of 619 students across universities with different levels of green practices are analyzed using partial structural equation modeling. Findings The findings reveal that both university’s green management (i.e. green campus management and green energy campus management) and students’ green engagement (i.e. cognitive engagement and affective engagement) positively affect branding factors (i.e. self–brand connection and the university’s brand image) and student satisfaction and value co-creation behaviors. In particular, this study highlights the mediating roles of branding factors in the relationships between green factors and student outcomes. Practical implications This study offers implications for connecting green practices and branding campaigns of higher education institutions. Moreover, the findings also suggest a sustainable cycle of green practices: green practice engagement – student satisfaction and value co-creation – more value co-creation – future green engagement. Originality/value This study advances the current literature by highlighting a sustainable process: the linkage of green practices, branding factors and student satisfaction and value co-creation.