The impact of university green image and student self-brand connection on student value co-creation in higher education

Abstract

Sustainability initiatives in educational institutions have become increasingly significant in encouraging environmental responsibility and fostering positive relationships between students and universities. This study addresses a gap in understanding the connection between green initiatives and student behavior. It explores how cognitive and affective processes influence student green engagement, strengthening self-brand connections and contributing to sttudent satisfaction and value co-creation. The study also seeks to evaluate the impact of green campus management on the university's image and its role in fostering student satisfaction and value co-creation. Convenience sampling was used to collect data through a questionnaire on Google Forms with 619 final respondents. Findings reveal that green campus and energy initiatives enhance the university’s green image, positively influencing student satisfaction and engagement. This study highlights the importance of sustainability initiatives in strengthening student-institution relationships while providing actionable strategies for universities to actively engage students in green initiatives, thus contributing to global sustainability goals