SUSTAINABLE HIGHER EDUCATION INSTITUTION AND THE INFLUENCE ON THE BRAND AND THE MANAGEMENT OF THE RELATIONSHIP WITH THE STUDENT

Abstract

Higher Education Institutions (HEIs) are drivers of sustainable knowledge and play a relevant role in promoting social, environmental, and economic well-being. Thus, this study investigates the influence of HEIs' initiatives aimed at sustainability on the brand and on the management of student relationships in public HEIs in the state of Maranhão. Specifically, it investigates the influence of sustainable initiatives on green image, brand image and student relationship management, in addition to the influence of brand image on student relationship management. This is a quantitative, cross-sectional research with primary data with 40 students from public HEIs. Structural Equation Modeling was used to explain the relationships of the proposed conceptual model. The evidence shows the important role of both the green image and the brand image of these educational institutions in the relationships between the Sustainable Higher Education Institution and the relationship with the student. In other words, they are catalysts for relationships with students through the implementation of sustainable initiatives in these educational institutions. Thus, this study presents contributions to the literature in the area of Administration and points out another strategic option for sustainability in higher education.

DOI: https://doi.org/10.56238/sevened2024.041-025