Marketing and management of green university campuses Jie Chen, Kara Chan, Hong Kong Baptist University International Academic Conference on Management, Economics and Marketing (IAC-MEM 2017) Budapest, Hungary, on April 14 - 15, 2017.

Introduction Universities are urged to take the lead towards sustainable development

Importance of a green university leadership Competitive in gaining research funding, students etc. Community engagement

Research objectives Students’ perceptions of what a green university should do or should be Perceived benefits of attending a green university Students’ engagement in environmental friendly activities on campus

Research method Undergraduate and postgraduate students October to December, 2014 Environmental Campus Birkenfeld, Hochschule Trier Convenience Sampling 14 face-to-face interviews and 4 email interviews Records were transcribed and analyzed using Nvivo 10

Findings What a green university should do or should be Theme Sub-theme Green operation (32)* concern about energy (10) renewable materials, recycling and waste management (9) concern about resources in general (other than energy) (6) eco-friendly technology (5) green system and policy (2) Green lifestyle (25)   everyday activities, including eating, transport and others (11) green consciousness cultivation and promotion (10) green space (4) Education and curriculum (18) content delivery or assessment integration (9) offer courses or degree programs (6) sponsor related research (3) Spring, 2015 Research Graduate Scholarship Programme, LEWI

Perceived benefits of attending a green university Frequency Know more about sustainability and get involved 11 Good for the environment 9 Improved quality of life 8 Competitive advantage in job market 5 Become more environmental responsible Knowledge transfer and social impact Updated curriculum 3 Open and dynamic administration system 1 Economic efficiency Future-oriented studies Meet similar-minded people Total 50 Spring, 2015 Research Graduate Scholarship Programme, LEWI

Engaged in environmental activities separate trash, save water/energy, take public transport etc. No one participated in campus environmental activities participation Were not aware of such activities Found the activities routine/boring

Discussion Students were in general knowledgeable and supportive Green university was expected to cover Green operation, Green lifestyle, Education and curriculum Attending green university benefits both the environment and students’ personal life (Economic efficiency, Better life quality, Future-oriented education, Better job chances)

Discussion Students expected university to lead by example both within and beyond campus Students expected richer environmental activities on campus Practices connected to individuals personally were more liked and perceived more effective

Conclusion Students demonstrated concrete understanding of a green university Students were supportive and willing to get involved Attending a green university benefits both the environment and students’ personal development University administrators should take the lead Green practices should relate to individual students personally, measurably and timely

Limitation Small population Small campus Voice from students only