Brand Image Model for Student Citizenship Behaviors in Higher Education in Shanxi Province of China

Abstract

As global sustainability concerns increase, higher education institutions (HEIs) play an important role in fostering social responsibility and driving innovation. This study examines how sustainable management practices-social media activities (SMAs), green campus management, and university social responsibility (USR)-influence student civic behavior (SCB) through university brand image (UBI). Data were collected from 455 university students in Shanxi Province through an online survey, and the direct and mediated effects were analyzed using Smart PLS. The results showed that SMAs, green management and USR significantly and positively affected UBI (p<0.05), and UBI positively affected SCB (p<0.01), and partially mediated between SMAs and green management and SCB, and fully mediated between USR and SCB (p<0.05). The study extends the theoretical application to reveal the key mediating role of brand image and suggests recommendations for university administrators to optimize sustainable strategies, including enhancing social media interactions, promoting green initiatives, and strengthening social responsibility. Limitations include geographical constraints and cross-sectional data, which could be extended to multiple regions and a longitudinal design in the future. This study provides theoretical and practical insights into sustainability in higher education.