Abstract:
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.
