Purpose: This study aims to investigate the impact of green image on student loyalty and to present a conceptual framework aimed at retaining current students and attracting new ones in higher education. Design/methodology/approach: After review of prior studies using green image to predict customer loyalty in non-higher education industries and student loyalty in the context of higher education, a conceptual framework is developed after identifying research gaps in two sets of literature. Findings: Using stimulus-organism-response (S-O-R) as a foundation, this study identifies core constructs in the green marketing perspective that may serve as predictors of student loyalty in higher education. A conceptual framework has been developed to examine the relationship between green image and loyalty of student in higher education, with student green satisfaction and institution reputation serving as mediators. Research limitations/implications: This study is restricted to developing a conceptual framework and no empirical evidence has been presented. However, the conceptual framework developed in this study could facilitate the theoretical and practical implications for enhancing loyalty of students in higher education. Originality/value: This study contributes to the extant literature in the green marketing realm by extending the green perspectives in the higher education context. This is one of the earliest conceptual papers to examine loyalty of students in higher education using green image. The conceptual framework could serve as the foundation for future research on enhancing loyalty of students in higher education. © 2023, Emerald Publishing Limited.
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