Natalia Marulanda-Grisales

Type of the article: Research Article

Abstract
The development of Green Brand Equity in higher education institutions has emerged as a strategic approach to enhance legitimacy and differentiation in competitive environments. However, empirical evidence supporting its structure and implementation remains limited. This study analyzes the impact of sustainability management on the configuration of university Green Brand Equity. Sequential mixed-methods design was employed, with measurement instruments derived from a comprehensive literature review. Data were collected from 1,231 students across 13 accredited higher education institutions in Colombia (8 public and 5 private) between February and June 2025, using online and face-to-face surveys. Five key dimensions were validated: perceived quality of sustainability actions, green brand image, green brand trust, green campus experience, and loyalty. Instrument validation using Exploratory Factor Analysis (EFA) and robust PLS-SEM showed strong results (KMO = 0.937–0.960; explained variance = 75.5%–77.4%). The structural model confirmed significant effects of strategic management (β = 0.454, p < 0.001), eco-efficient infrastructure (β = 0.199, p = 0.001), and student participation (β = 0.118, p = 0.049), while eco-innovation in educational services was not significant (β = 0.114, p = 0.079). The model explained 73.7% of the variance in Green Brand Equity and revealed a significant mediation effect (p ≤ 0.020). The findings highlight the critical role of infrastructure and strategic consistency, as well as the importance of perceived authenticity in transforming sustainability practices into reputational value and student loyalty.