“Green university initiatives and environmental self-identity: waste sorting in Baltic higher education”

Purpose This paper aims to examine the waste sorting practices of Lithuanian students and integrate the influence of green university initiatives (GUIs) and environmental self-identity (ESI) into the theoretical framework of the theory of planned behavior (TPB). Furthermore, it examines the potential impact of gender on waste-sorting behavior. Design/methodology/approach Data were collected from 255 Lithuanian students using a standardized questionnaire. Convergent and discriminant validity analyses were handled to ensure validity and reliability, and hypothetical relationships were evaluated using structural equation modeling. Findings This study confirms GUIs significantly encourage students’ ESI and positively influence their attitudes, subjective norms and perceived behavioral control in waste sorting. In addition, ESI also significantly affects attitude, subjective norms and perceived behavioral control. The study features gender differences, with female students showing stronger associations between GUIs and waste-sorting intentions, reflecting increased environmental awareness and social norms that encourage sustainable behavior. Although subjective norms did not significantly induce waste sorting intentions, the results highlight the essential role of ESI and GUIs in progressing university ecological practices. Originality/value This groundbreaking study combines GUIs, ESI and the TPB to examine students’ waste separation behavior. It fills the noticeable literature gap and provides new insights into how gender affects universities’ environmental practices. It suggests actionable strategies to promote sustainable campus cultures and gender-sensitive programs.