Purpose In the face of climate change, higher education institutions can play a role in fostering a sustainable future. This study aims to examine how their green organizational culture, including values, social norms and practices, affects students’ mobility choices. Specifically, the authors examine the direct impact of green organizational culture on polluting commuting behaviours, the mediating role of organizational trust and the interplay between social and personal norms on students’ transportation choices. Design/methodology/approach A quantitative survey was conducted among master’s students. In total, 294 valid responses were collected and analyzed using partial least squares structural equation modelling. Findings Results confirm that green organizational culture reduces polluting commuting behaviours. Personal norms emerged as the strongest driver of sustainable mobility, and social norms significantly influenced personal norms, demonstrating how normative expectations within higher education institutions can encourage pro-environmental behaviours. Unexpectedly, trust exhibited a positive association with polluting behaviours, suggesting a potential delegation of environmental responsibility to the institution. Research limitations/implications The findings emphasize the role of organizational culture and norms in shaping mobility behaviours, providing actionable insights for enhancing sustainability through visible, value-driven practices. Future research should incorporate objective mobility data and explore variations across different institutional contexts, considering socioeconomic and geographical factors. Originality/value This study extends existing research by positioning commuting behaviours as an integral part of institutional sustainability efforts. Unlike previous work that primarily examines internal environmental policies (e.g. waste management, energy conservation), this study highlights how higher education institutions shape external behaviours through organizational culture and social norms. By integrating normative influences and trust dynamics, this research provides theoretical and practical insights into how institutions can effectively promote long-term sustainable mobility practices among students.
Joly et al. (Mon,) studied this question.