Multi-dimensional scale for green internal marketing in Italian higher education
Sahibzada, Umar Farooq and Meoli, Michele and Janjua, Nadia Aslam (2025) Multi-dimensional scale for green internal marketing in Italian higher education. International Journal of Sustainability in Higher Education, 26 (9). pp. 72-89. ISSN 1467-6370
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Purpose:
This study aims to develop a measurement instrument for green internal marketing (GIM) in a knowledge-intensive industry (Higher Education).
Design/methodology/approach:
This study consists of four phases, using a mixed-methods design. Study 1 used a systematic literature review, interviews and focus group discussions (n = 30) to identify five categories and 29 initial items. Study 2 used exploratory factor analysis for scale purification and refinement. The study confirmed a 20-item and five-dimensional scale. The final data collection (n = 576) was conducted for Study 3 using the quantitative approach and establishing the scale’s predictive validity. Study 4 checked the impact of GIM on knowledge worker performance using Smart-PLS 4.
Findings:
This study found that GIM has five dimensions, which work as a catalyst in the knowledge-intensive sector. The study also found a significant impact of GIM on knowledge worker performance.
Originality/value:
The study’s innovative approach involves the development of a multidimensional scale and an examination of its effect on the identification of variables by GIM, specifically on the academic performance of knowledge workers in higher education. The study provides valuable recommendations for professionals and academics on achieving knowledge worker performance within higher education institutions effectively.
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