30/09/2025
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Keywords: Green-oriented university brand; Green management; Authenticity and the green university brand archetype; Green brand trust; Green brand love; Green brand identity; Choosing a green brand
In a global context facing environmental crises and an urgent need for sustainable development, universities, as centers of education and knowledge dissemination, cannot remain outside the "greening" trend. Building a university brand image that is environmentally friendly is not only a social responsibility, but has also become an important strategy to attract students and enhance competitiveness in the field of higher education. In that context, a research team from the University of Economics Ho Chi Minh City (UEH) conducted the study "When University Brands Go 'Green': The Role of Authenticity and Stereotypes in Building Relationships with Students" to analyze how factors such as authenticity and green brand stereotypes influence students' trust, brand love, and brand identification when choosing a university.
In Vietnam, the "greening" wave in higher education is developing strongly, as evidenced by a series of initiatives such as building environmentally friendly campuses, implementing energy-saving solutions, integrating knowledge about sustainable development into training programs, and organizing extracurricular activities to raise student awareness. Alongside this, many universities are also focusing on building their brand image around sustainable values, viewing this as a differentiating factor in the competitive admissions environment. A prime example is the University of Economics Ho Chi Minh City (UEH), which has widely implemented green projects and activities. However, the proliferation of "green" campaigns has also brought with it a concerning issue: the phenomenon of "greenwashing." Many schools make strong statements about environmental protection and sustainable development, but lack concrete evidence in their implementation. This makes many messages formal, even counterproductive, as students begin to doubt the authenticity of the commitments.
In this context, students - the primary target group for university communication and brand positioning strategies – are increasingly concerned about the authenticity and credibility of "green" messages. Reality shows that the environmental factor is not just an added value, but is gradually becoming one of the important criteria influencing the younger generation's decision to choose a school. The lack of clear and transparent commitment from schools can easily create a gap between the communication message and the actual student experience. This inconsistency opens up an important research gap: it is necessary to understand how students evaluate and perceive the green university brand. Clarifying students' perspectives not only helps universities adjust their communication strategies to be more authentic and approachable, but also contributes to building a sustainable brand image and creating long-term competitive advantages in the current higher education system.
Factors influencing the choice of a green university brand
*University brand aiming for "green": Sustainable and differentiated positioning
The green university brand is a special type of university brand that focuses on environmentally friendly values and activities in addition to teaching. Green universities are committed to protecting the environment and sustainable development. They engage in activities such as using energy-efficient or renewable energy equipment, minimizing waste, and educating students about the environment. In summary, positioning a brand toward sustainability not only reflects the university's commitment to the environment but also serves as a strategy for creating differentiated value and enhancing competitive advantage.
*Impact of green management aspects on perceptions of green brand authenticity
Markovic et al. (2022) investigated the impact of a company's social responsibility on perceptions of brand authenticity and found that a brand's positive contribution to social well-being (including environmental initiatives) had a positive impact on perceptions of brand authenticity. Brand authenticity comes not only from statements but also from concrete actions and real commitments. For example, using energy-saving and water-saving devices or implementing environmental protection measures often leaves a positive impression on learners. These actions contribute to the perception that the university is truly committed to sustainable development, thereby enhancing green authenticity in students' minds. Additionally, tangible design elements such as green architecture and green decor also serve as visual cues that help learners assess the authenticity of the brand.
Additionally, employes are also an important factor in acting according to the organization's values. If their actions and attitudes are inconsistent with the brand message, this could diminish the brand's credibility in the eyes of students. Conversely, when employes demonstrate enthusiasm and belief in the organization's mission, it helps enhance the perception of authenticity. Finally, the interaction between learners and the school also influences how the brand is perceived. When students have more opportunities to interact and learn more about the activities and core values, they will be able to make more accurate assessments of the brand's authenticity.
*Authenticity and brand image influence learners' trust in green brands.
Authenticity is a brand attribute that reflects the extent to which a brand aligns with reality. Brand authenticity refers to an individual's perception of a brand, including its uniqueness, consistency, credibility, and naturalness. Stereotypes reflect an individual's impressions and evaluations of people or social groups, based on two aspects: warmth and competence. Brand competence reflects customer belief in its ability to meet their needs, while brand warmth reflects customers' emotional perception of goodwill, sincerity, and willingness to support from the brand.
Authenticity and brand image significantly influence students' trust in green universities. When students perceive that the school's actions genuinely stem from intrinsic commitment, rather than being merely formal, they are more likely to view the school's brand as trustworthy. Additionally, integrating green elements into students' daily experiences, from campus design and teaching activities to support services, also helps reinforce their perception of authenticity and trust in the green brand.
*Love and green brand identity influence the choice of a "green" university brand.
Green brand love is an emotional connection with a specific brand that emphasizes green activities. Green brand identity refers to an individual's connection with the green environment. When customers believe a brand is honest, safe, and trustworthy, brand recognition becomes a way to connect with the brand. In the study by Hameed et al. (2021), it was confirmed that love for green brands has a positive impact on purchasing behavior. This implies that brand preference is linked to brand choice.
In the context of higher education, students' preference, identification, and choice of green-oriented universities are explained by their belief in the commitments and values these brands represent. Similarly, students' love and attachment to green brands will reinforce their choice of green brands. This shows that building trust and emotional connection with learners is a factor that helps green university brands stand out and be the preferred choice in the increasingly competitive landscape among educational institutions.
Key findings on green university brand choice behavior
The research findings revealed several important insights regarding students' behavior toward green university brands, particularly how learners perceive the authenticity of green brands.
First, the analysis results show that the components of green management, including green operations, green design, green employe behavior, and student engagement, all have a positive impact on the authenticity of the green university brand. This suggests that contextually generated green stimuli can improve the authenticity of a green brand. When students perceive that the school's environmental actions go beyond policy level or slogans and are truly realized in their daily living and learning environment, they will appreciate the brand's authenticity more. However, the green local community does not contribute to creating green brand authenticity in students' perceptions. This could be because students are unaware of the green brand's involvement with the local community.
Second, the study found that green brand authenticity has a positive impact on brand warmth and competence, and also contributes to building trust in the brand. This reflects the fact that students not only evaluate brands based on their perceived friendliness and approachability, but also consider their ability to deliver and their effectiveness in realizing green commitments. When a brand is perceived as authentic, it gains the trust of learners.
Third, brand warmth and competence both strongly influence green brand love and recognition thru trust in the green brand. When students perceive a university brand as both friendly and trustworthy, they develop positive emotional connections, leading to brand loyalty and a sense of belonging to that brand. This aligns with social identity theory, where consumers often identify with brands that embody values they admire or wish to express. In the context of education, when a brand not only provides knowledge but also conveys social and environmental commitment, students tend to engage long-term and even become positive brand ambassadors.
Finally, both love and green brand identity have a positive impact on the decision to choose a green brand. This shows that the school selection process is not only the result of rational comparison but is also strongly influenced by emotions and value alignment. When students genuinely love a brand, feel that it represents them, and believe in what the brand stands for, they will be willing to choose and stick with that brand.
Practical recommendations
After seeing the overall picture from the research, an important question arises: how can these findings benefit universities? Based on the results, the research team drew some practical suggestions for building a clear and student-friendly green university brand.
First, the research results have demonstrated the role of green brand authenticity in sustainable practices. Therefore, for organizations looking to establish a branded green university, it's crucial to focus on planning, implementing, monitoring, and improving the use of resources (such as water and electricity) and environmentally friendly materials in daily operations.
Second, the behavior of green employes is an important factor influencing the "authenticity" of the brand. Therefore, employes working at the school should be seen as ambassadors of the green brand in building a truly green brand.
Third, student participation is proven to be a crucial factor for an authentic green brand from the students' perspective. Therefore, schools should leverage digital technologies and social media channels to engage learners in green initiatives.
And finally, positive perceptions of the authenticity of the green university brand stem from students' experiences with the green brand. When students perceive the authenticity of a green brand, it will create a positive perception and feeling toward the green university brand. The university aims to be green, so it understands that initiatives and activities useful in protecting the environment are expressions of a green brand considered authentic. Therefore, marketing activities aimed at influencing students' trust in green brands should focus more on conveying the brand's warmth and demonstrating care and attention to environmentally friendly activities.
The research paper has indirectly contributed to SDGs 11, 12, and 13. View the full research paper "When Universities Go Green: How Authenticity and Stereotypes Shape Student Relationships" HERE.
Authors: Ho Thanh Nho, Ho Tan Phap, Nguyen Bich Than, Pham Thi Thu Huyen - University of Economics, Ho Chi Minh City
This article is part of the Green Research Community series with the message "Research Contribution for UEH Living Lab Green Campus." UEH sincerely invites the community to watch the next Green Research Community newsletter.
*To create maximum conditions for the development of the "UEH Green Researcher Community," members of the community will be able to attend scientific research methods classes related to the topics of Living Lab and Green Campus. Additionally, upon meeting the standards, the research team will receive a certificate from the UEH Sustainable University Project Board and financial support for a standard-compliant project.
More Information:
SDG 11 – Sustainable Cities and Communities aims to build resilient, safe, and sustainable urban areas and communities by improving the quality of life, managing waste effectively, and ensuring access to basic services for all citizens. A sustainable city is not only concerned with physical infrastructure but also includes the awareness and behavior of residents in protecting the shared living environment.
SDG 12 – Responsible Consumption and Production focuses on ensuring sustainable production and consumption patterns, thereby reducing pressure on natural resources and minimizing waste and environmental pollution. This goal emphasizes the importance of effective waste management, optimal resource utilization, and promoting changes in individual and community consumer behavior, particularly thru education and awareness.
SDG 13 – Climate Action calls for urgent action to combat climate change and its negative impacts, thru reducing greenhouse gas emissions, enhancing adaptability, and raising public awareness. This goal not only includes national-level policies but also requires changes in individual and community behavior in daily life, especially in areas directly related to waste generation and management.
News, Photos: UEH Green Campus Project, UEH Youth Union - Student Association, UEH Communications and Partnership Development Department
Voiceover: Thanh Kiều
