Does the Green Image Enhance Student Satisfaction? (Evidence from Indonesia)

The Green Image has become one of the success indicators for various organizations including educational institutions. The Green Image is believed to improve the overall reputation of an organization and is hoped to have an impact on behavioral intentions of stakeholders. In the context of higher education in Indonesia, the green campus competition has been increasingly popular and something to look forward to. This study investigated the impact of the Green Image on university reputation and student satisfaction through multiple regression analysis. The respondents of this research were 441 students from several major universities in Indonesia selected through convenience sampling. The results of the study show that the Green Image influences university reputation and student satisfaction. University reputation is proven to mediate the effect of the Green Image towards student satisfaction. The results of the study are expected to fill in the gap in the literature of the Green Image in the context of the education sector and to be a reference for universities in pursuing and managing green reputation and enhancing student satisfaction.

REFERENCES:

• Alessandri, S.W., Yang, S.U., & Kinsey, D.F. (2006). An integrative approach to university visual identity and reputation. Corporate Reputation Review, 9(4), 258-270.
• Arambewela, R., & Hall, J. (2009). An empirical model of international student satisfaction. Asia Pacific Journal of Marketing and Logistics, 21(4), 555-569.
• Argenti, P.A., & Druckenmiller, B. (2004). Reputation and the corporate brand. Corporate Reputation Review, 6(4), 368-374.
• Argenti, P., & Forman, J. (2003). The power of corporate communication: Crafting the voice and image of your business. IEEE Transactions On Professional Communication, 46(2), 149-151.
• Berman, B., & Evans, J.R. (1995). Retail management: A strategic approach (Doctoral dissertation, Univerza v Mariboru, Ekonomsko-poslovna fakulteta).
• Buchalska, J., Chmielewski, K., & Doczekalska, A. (2015). The concept of corporate reputation in marketing and Polish law—the Search for interdisciplinary communication. Ekonomia i Prawo. Economics and Law, 14(2), 189-203.
• Chen, Y.S. (2010). The drivers of green brand equity: Green brand image, green satisfaction, and green trust. Journal of Business Ethics, 93(2), 307-319.
• Chen, Y.S. (2008). The driver of green innovation and green image-green core competence. Journal of Business Ethics, 81(3), 531-543.
• Cincera, J., Kovacikova, S., Maskova, V., Medal, R., & Medalova, K. (2012). The green school: An impact of evaluation on decision-making about a program. The New Educational Review, 30(4), 17-29.
• DeShields Jr, O.W., Kara, A., & Kaynak, E. (2005). Determinants of business student satisfaction and retention in higher education: applying Herzberg’s two-factor theory. International Journal of Educational Management, 19(2), 128-139.
• Elissa, E. (2010). Cultivating a green image, Nation’s Restaurant News; Feb 22, 44 (4): 15.
• Elliott, K.M., & Shin, D. (2002). Student satisfaction: An alternative approach to assessing this important concept. Journal of Higher Education Policy and Management, 24(2), 197-209.
• Gotsi, M., & Wilson, A.M. (2001). Corporate reputation: seeking a definition. Corporate Communications: An International Journal, 6(1), 24-30.
• Gruber, T., Fuß, S., Voss, R., & Gläser-Zikuda, M. (2010). Examining student satisfaction with higher education services: Using a new measurement tool. International Journal of Public Sector Management, 23(2), 105-123.
• Hayes, A.F. (2013). Introduction to mediation, moderation, and conditional process analysis: Methodology in the social sciences. New York: Guilford Press.
• Hwang, J., & Choi, J. (2017). An investigation of passengers’ psychological benefits from green brands in an environmentally friendly airline context: The moderating role of gender. Sustainability, 10(1), 80.
• Kubickova, M., Nusair, K., Parsa, H.G., & Hu, H.S. (2014). Does green hotel image influence guests’ behavior: The case of generation Y. Journal of Services Research, 14(2).
• Lee, J.S., Hsu, L.T., Han, H., & Kim, Y. (2010). Understanding how consumers view green hotels: How a hotel’s green image can influence behavioural intentions. Journal of Sustainable Tourism, 18(7), 901-914.
• Marconi, J. (2002). Cause related marketing: Build your image and bottom line through socially responsible partnerships, programs, and events. Chicago: Dearborn Trade Publishing, a Kaplan Professional Company.
• Martínez, P. (2015). Customer loyalty: Exploring its antecedents from a green marketing perspective. International Journal of Contemporary Hospitality Management, 27(5), 896-917.
• Marzo Navarro, M., Pedraja Iglesias, M., & Rivera Torres, P. (2005). A new management element for universities: Satisfaction with the offered courses. International Journal of Educational Management, 19(6), 505-526.
• Melewar, T.C., & Akel, S. (2005). The role of corporate identity in the higher education sector: A case study. Corporate Communications: An International Journal, 10(1), 41-57.
• McAleer, M., Nakamura, T., & Watkins, C. (2019). Size, internationalization, and university rankings: Evaluating and predicting Times Higher Education (THE) data for Japan. Sustainability, 11(5), 1366.
• Ng, P.F., Butt, M.M., Khong, K.W., & Ong, F.S. (2014). Antecedents of green brand equity: An integrated approach. Journal of Business Ethics, 121(2), 203-215.
• Oldfield, B.M., & Baron, S. (2000). Student perceptions of service quality in a UK university business and management faculty. Quality Assurance in Education, 8(2), 85-95.
• Page, G., & Fearn, H. (2005). Corporate reputation: What do consumers really care about? Journal of Advertising Research, 45(3), 305-313.
• Ressler, J., & Abratt, R. (2009). Assessing the impact of university reputation on stakeholder intentions. Journal of General Management, 35(1), 35-45.
• Sondoh, S.L., Omar, M.W., Wahid, N.A., Ismail, I., & Harun, A. (2007). The effect of brand image on overall satisfaction and loyalty intention in the context of color cosmetic. Asian Academy of Management Journal, 12(1), 83-107.
• Thakur, S., & Singh, A.P. (2012). Brand image, customer satisfaction and loyalty intention: A study in the context of cosmetic product among the people of Central India. EXCEL International Journal of Multidisciplinary Management Studies, 2(5), 37-50. Turcksin, L., Macharis, C., Lebeau, K., Boureima, F., Van Mierlo, J., Bram, S., & Pelkmans,
• L. (2011). A multi-actor multi-criteria framework to assess the stakeholder support for different biofuel options: The case of Belgium. Energy Policy, 39(1), 200-214.
• Van Riel, C.B., & Berens, G. (2001). Balancing corporate branding policies in multi-business companies. In Raising the corporate umbrella (pp. 43-61). London: Palgrave Macmillan,
• Walsh, G., Mitchell, V.W., Jackson, P.R., & Beatty, S.E. (2009). Examining the antecedents and consequences of corporate reputation: A customer perspective. British Journal of Management, 20(2), 187-203.
• Yusof, J.M., Musa, R., & Rahman, S.A. (2012). The effects of green image of retailers on shopping value and store loyalty. Procedia-Social and Behavioral Sciences, 50, 710-721.