Sense of gain of biodiversity in Chinese university campuses: influence mechanism, current status and improvement directions

Purpose This study aims to examine the mechanism by which the public’s sense of gain (SG) from campus biodiversity is shaped and to establish an evaluative model thereof. Design/methodology/approach A total of 932 samples were collected from Chinese universities. Structural equation modeling was used to verify the proposed influence paths among the four constructs. A fuzzy synthetic evaluation model was then developed to assess the current status and identify directions for improvement. Findings The social governance system (GOV), the content of gain (CG) and the way of gain (WG) significantly influence the SG. Although a strong SG was reported (grade = 5.014 on a seven-point scale), several areas require improvement. The most concerning GOV (weight = 0.429) needs strengthening in dedicated organization/personnel and biodiversity campus planning and design. The highly rated CG (grade = 5.220) requires improvements to the water environment. The underperforming yet highly concerning WG (weight = 0.338; grade = 4.922) calls for more diverse biodiversity-related practices by universities. Research limitations/implications By conceptualizing the public’s SG of biodiversity and empirically exploring its generating mechanisms, these findings contribute to the literature on management and environmental theories. Practical implications To enhance the public’s SG of biodiversity, university managers may draw on the results to pinpoint priority areas for improvement across material, spiritual and institutional domains. Originality/value An original, user-centered perspective on motivations for biodiversity conservation is provided, along with a useful tool for assessing current status and identifying directions for improvement.