green marketing, green internal marketing, internal marketing in HEIs, organizational resilience, education for sustainability, turbulent environment, conceptual model, higher education institutions
Abstract
This article explores the theoretical, methodological, and practical aspects of integrating ecological (green) marketing into the internal marketing system of higher education institutions (HEIs) as a strategic factor for enhancing their organizational resilience and ensuring education for sustainability in the modern turbulent environment. It is emphasized that global challenges such as climate change, environmental crises, social tensions, and geopolitical instability, particularly the full-scale war in Ukraine, require educational institutions to develop innovative approaches to management and development. The analysis of national and international scientific approaches to the concepts of green marketing, internal marketing, and their synergistic combination in the form of green internal marketing (GIM), especially in the context of HEIs, is conducted. Green marketing is defined as a management concept aimed at aligning organizational activities with the principles of sustainable development and environmental responsibility, while internal marketing in HEIs focuses on motivating, engaging, and developing staff and students as key internal stakeholders. A refined conceptual model for integrating green marketing into the internal marketing of HEIs is proposed, encompassing strategic, tactical, operational, and result-oriented levels. It is substantiated that such integration fosters a shared corporate «green» culture, enhances environmental awareness and responsibility, strengthens the HEI’s brand, and improves its competitiveness. The practical significance of the study lies in the potential for HEI management to use the proposed approach and developed model to design and implement effective sustainable development strategies, increase adaptability to external challenges, strengthen organizational resilience, and cultivate an environmentally oriented educational community.
Author Biographies
Mariana Malchyk, National University of Water and Environmental Engineering, Rivne
Doctor of Economics, Professor
Oksana Pastushenko, National University of Water and Environmental Engineering, Rivne
Candidate of Economics (Ph.D.), Associate Professor
Vitalii Prokopets, National University of Water and Environmental Engineering, Rivne
