Antecedents and consequences of green brand equity in higher education

Abstract

This paper explores the antecedents and behavioural consequences of Green Brand Equity (GBE) in higher education, using the University of Aveiro as a case study. While GBE has been extensively studied in commercial contexts, its application to academic institutions remains limited. Based on a survey of 351 valid responses from students, staff, and researchers, the study examines how Green Brand Image (GBI), Green Satisfaction (GS), and Green Trust (GT) influence GBE, and how GBE in turn affects Green Purchase Intentions (GPI) and Green Word-of-Mouth (GWOM). The results confirm all hypothesised relationships except for the path from GBI to GBE, which was not statistically significant. GS and GT emerged as significant drivers of GBE, suggesting that affective and experiential elements outweigh image in shaping brand equity in academic contexts. GBE was also found to significantly influence both behavioural outcomes. The study provides theoretical contributions to green branding literature and practical insights for sustainability-oriented university strategies.