Introducing the graphical assessment of universities’ sustainability image (GAUSI) instrument: A marketing tool

Abstract

Purpose This chapter demonstrates how marketing principles can be used to incentivize universities to engage in sustainable practices, by developing institutional image and reputation. This approach illustrates some of this applied social science’s contributions to sustainable development at universities. Design In order to accomplish that purpose, this chapter presents: (a) A literature review of marketing concepts relevant to universities’ institutional image management and the contribution of associating the institution’s image with sustainability; (b) A literature review of institutional image measurement methods and sustainability assessment methods used in university contexts; and (c) An introduction to the Graphical Assessment of Universities Sustainability Image (GAUSI) instrument. This tool suggests the prioritization of investment in sustainability initiatives that, according to stakeholders’ perception, are important to a university’s sustainable reputation and have positive influence on the decision-making process of choosing a university. Findings This chapter introduces the Graphical Assessment of Universities Sustainability Image (GAUSI) instrument, a tool that demonstrates how to start or further engage higher education institutions in sustainable initiatives. Value The chapter proposes a way to improve the appeal of engaging in sustainable practices to universities, by demonstrating the benefits to institutional image and to institutions’ attractiveness as a place to study or work for students, faculty and staff members. The intention is to facilitate the approval of sustainability initiatives by management boards, through the submission of an alternative return on investment: the improvement of the university’s institutional image, alongside with the direct branding benefits and indirect monetary gains that come with it.