The Effect of Green Marketing on Students' Selection of Private Universities in Jordan

This study attempts to explore the effect of green marketing on students’ selection of private universities in Jordan. More companies are using green marketing as a sustainable competitive advantage, including private universities. This article is a pioneer attempt to explore the effect of green marketing on students’ selection of private universities in Jordan. A questionnaire was used to measure the influence of environmental knowledge, university reputation, physical environment, and education quality on students’ selection of private universities. Regarding data collection, about 650 usable questionnaires were collected from three private universities. Factor analysis, multiple and simple regression used to analyze the data. Results show that all variables have a significant effect on students’ selection of private universities, while among the four, education quality emerged as the highest effect on students’ selection. The findings show that universities can be successful in attaining their market objectives by initiating and adopting green marketing oriented activities.