Does Green Image Influence Student Loyalty: A Conceptual Framework

Abstract

As the application of green image to predict student loyalty is still limited in the literature, this study's primary purpose is to propose a conceptual framework to examine student loyalty in higher education using green image as an antecedent in addition to service quality, HEI image, HEI reputation and student satisfaction. The proposed conceptual framework is predicated primarily on a review of prior research employing green image to predict customer loyalty in non-higher education contexts and prediction of student loyalty in higher education contexts. This study identifies the fundamental concepts that may serve as antecedents of student loyalty in higher education. In addition to service quality, HEI image, HEI reputation and student satisfaction, a conceptual framework has been proposed to discuss the impact of green image on student loyalty in higher education. This study is restricted to the proposing of a conceptual framework as no empirical evidence is presented. Nevertheless, the proposed conceptual framework in this study could facilitate the theoretical and managerial implications for enhancing student loyalty in higher education. The novel aspect of this study is the incorporation of the concept of green image in predicting student loyalty in higher education. Existing research uses the common HEI image and not the green image to predict student loyalty. Based on the gaps in the literature, a conceptual framework is proposed, which could serve as the basis for future research.