An Enhanced Data-Analyses Method
for the Graphical Assessment
of Universities’ Sustainability Image
(GAUSI) Instrument: A Case Study
in Federal University in Brazil
Gabriela Nicolino and Sergio Ricardo S. Barros
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.
Keywords University sustainability · Green marketing · Paraconsistent annotated
logic · Sustainable development · Sustainability research
G. Nicolino (B) · S. R. S. Barros
Department of Geographic and Environmental Analyses, Universidade Federal Fluminense, R.
Passo da Pátria, Niterói, RJ 24210-240, Brazil
e-mail: gabi.nicolino@hotmail.com
S. R. S. Barros
e-mail: sergiobarros@id.uff.br
© Springer Nature Switzerland AG 2020
W. Leal Filho et al. (eds.), Universities and Sustainable Communities:
Meeting the Goals of the Agenda 2030, World Sustainability Series,
https://doi.org/10.1007/978-3-030-30306-8_34
563
for the Graphical Assessment
of Universities’ Sustainability Image
(GAUSI) Instrument: A Case Study
in Federal University in Brazil
Gabriela Nicolino and Sergio Ricardo S. Barros
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.
Keywords University sustainability · Green marketing · Paraconsistent annotated
logic · Sustainable development · Sustainability research
G. Nicolino (B) · S. R. S. Barros
Department of Geographic and Environmental Analyses, Universidade Federal Fluminense, R.
Passo da Pátria, Niterói, RJ 24210-240, Brazil
e-mail: gabi.nicolino@hotmail.com
S. R. S. Barros
e-mail: sergiobarros@id.uff.br
© Springer Nature Switzerland AG 2020
W. Leal Filho et al. (eds.), Universities and Sustainable Communities:
Meeting the Goals of the Agenda 2030, World Sustainability Series,
https://doi.org/10.1007/978-3-030-30306-8_34
563