Chapter 4: Green Marketing Is Not a Choice but a Pre-Requisite for Z Generation: A Case of Green Campus Initiative in Capital University of Science & Technology, Pakistan

This case highlights the journey of the Capital University of Science and Technology (CUST) to adhere to the green organization initiatives. In 2016, the government of Pakistan announced its adherence to the United Nations (UN) sustainable development goals (SDGs) 2030 and asked the regulatory bodies to improvize accordingly. Following this announcement, the Higher Education Commission (HEC), the main regulatory body in Pakistan, instructed all universities to fulfill their responsibility toward environment and align themselves with UN-SDGs 2030. As a response to this call, in 2017, CUST decided to shift toward sustainability by making changes in its policies and strategic planning. The emphasis was vital to attract Gen Z, gain international recognition, and align with the Pakistan regulatory body of (HEC). In doing so, the management decided that the campus should go green. The installation of solar panels on campus was one such green initiative through which the university was able to produce 3,650 units per day. After a long and decisive struggle, the university has achieved eighth position in Universitas Indonesia-GreenMetric World Ranking 2020 and making the regulatory authority happier.