An Enhanced Data-Analyses Method for the Graphical Assessment of Universities’ Sustainability Image (GAUSI) Instrument: A Case Study in Federal University in Brazil

Abstract

Universities can play a powerful role in the construction of a sustainable future through the education of next generations and by setting an example to society. According to the Higher Education Sustainability Initiative Declaration, universities bear responsibility to integrate sustainability strategies, research, teaching and campus practices. Thus, higher education institutions are positioned as key drivers for achieving the Sustainable Development Goals from the United Nations’ 2030 Agenda. The Graphical Assessment of Universities Sustainability Image (GAUSI) instrument is a marketing tool, developed to incentivize and guide the incorporation of sustainability into universities’ management. The GAUSI instrument presents how sustainable practices on campuses can build value to universities’ image and reputation. This paper presents an enhanced data-analyses method developed for the GAUSI instrument, applied in a case study with students from the Universidade Federal Fluminense, in Rio de Janeiro. The objective is to allow a more accurate and visual assessment of investment prioritization in sustainability initiatives on campuses. The prioritization is based on the initiatives with greater contribution to an institution’s sustainability reputation and overall attractiveness to stakeholders. The method applies the Paraconsistent Annotated Logic to process qualitative data, collected through a Likert scale questionnaire. The case study results provide UFF with an action-oriented outcome on how to prioritize, engage and advance sustainability initiatives on campus. It concludes that sustainability can add value to the university’s brand image, while providing a more efficient tool for managers, administrators and marketing professionals.