1. 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 , 2017.

2. Introduction
Universities are urged to take the lead towards sustainable development

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

4. 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

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

6. 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

7. 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

8. 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

9. 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)

10. 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

11. 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

12. Limitation
Small population
Small campus
Voice from students only