Purpose The purpose of this paper is to analyze the comprehensiveness of competing higher education sustainability assessments. Higher education institutions (HEIs) have been increasingly communicating their sustainability commitments to the public. To assist the public in evaluating these claims, a broad range of actors have assessed the sustainability of HEIs. Design/methodology/approach The paper uses an evaluation framework (the GRI-HE) consisting of criteria developed by the Global Reporting Initiative and the Association of University Leaders for a Sustainable Future to analyze the comprehensiveness of nine publicly-available frameworks that have been used to assess HEI sustainability. Findings While finding that in general these assessments are not comprehensive and particularly lack coverage of the social and economic dimensions of sustainability, the paper identifies the Pacific Sustainability Index and Sustainability Tracking and Assessment Rating System (STARS) as the most comprehensive assessments in the sector. Research limitations/implications This study does not assess the quality of the match to the GRI-HE’s criteria, only whether they match to a reasonable degree. The analysis highlights areas where each HEI sustainability assessment framework can add criteria and improve their comprehensiveness and validity. Future research should explore the causes and relative importance of the gaps in these frameworks. Originality/value The paper provides a valuable discussion and demonstration of the use of comprehensiveness as a proxy metric for the validity of sustainability assessments. This analysis is the first detailed, comprehensive and transparent analysis of HEI sustainability assessments based on a broad-based and widely accepted set of criteria.

Purpose The purpose of this paper is to examine different strategies for an increasing adoption of “environmentally friendly” products. Scholars have consistently shown that consumers with strong biospheric and altruistic beliefs are more likely to purchase these products, while marketers are increasingly appealing to consumers’ self-interest in their efforts to sell their “green” products. This paper explores this divide and offers a potential explanation for it, using the concept of value activation. Design/methodology/approach The paper presents results of two survey experiments that test this explanation in the context of organic food advertisements. In a simulated trip to a grocery store, participants were exposed to advertisements designed to activate the six different values in Schwartz’s framework. After viewing the advertisements, participants were asked to select among organic and non-organic options in six product categories – milk, bread, eggs, spinach, potatoes and chocolate. Findings The study’s results suggest that while advertisements designed to activate values may have limited effect on consumer intentions, those that relate to protecting the health of oneself and one’s family are most likely to increase organic purchases. Originality/value This paper is one of the first of its kind to explicitly test whether advertisements designed to activate a range of human values can increase consumers’ intention to engage in pro-environmental behaviors. The two studies reveal that value-based advertisements may have a stronger effect on the organic purchasing intentions of specific demographic groups (e.g. consumers who are aged under 40, lack a college degree and do not identify as liberal).

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Why has the market uptake and sophistication of information-based environmental governance (IBEG) programs like eco-labeling increased despite mixed signals on the willingness and ability of individual consumers to support such programs? We argue that the extant literature on IBEG focuses too narrowly on individual consumer purchasing decisions to the exclusion of other mechanisms through which consumers, both as individuals and as an imagined collective, exert influence. As a corrective, we present a novel conceptual framework that highlights the different causal mechanisms through which consumers contribute to the uptake and sophistication of IBEG. We call our framework “the shadow of the consumer” since it suggests a more latent and indirect role for consumers than voting-with-one’s-wallet. Our analysis adds nuance and complexity to accounts of consumer agency vis-à-vis environmental ratings, standards, certifications, and eco-labels and helps explain the proliferation and growing sophistication of such programs despite the variability of individual consumer support.

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