Understanding the Moderating Effect of Governance Functions on the Impact of Communication on Sustainability Implementation Performance in Higher Education Institutions

The potential of certain organisational factors to hinder the successful implementation of sustainable development (SD) initiatives in higher education institutions (HEI) has been reported. Whereas previous studies have identified communication as a significant factor impeding successful SD implementation performance, limited studies have attempted to investigate the various communication archetypes to ascertain the most appropriate for engendering SD implementation in HEIs. Also, limited attempts have been made in extant literature to determine the moderating effect of governance functions on the utility of the appropriate communication archetype to engender success SD implementation performance in HEIs. To address these gaps, this study deployed a comparative case study research design involving two HEIs situated in South Africa and the United Kingdom, respectively, to not only establish the most appropriate communication archetype but also to determine the moderating effect of governance functions on the contribution of such archetype towards improved SD implementation. Data elicited from two focus group discussion sessions was analysed using interpretative structural modelling (ISM). The data derived from these sessions confirmed the communication for sustainability (CfS) archetype as most appropriate for enhancing SD implementation performance. Furthermore, the difference in the findings as it pertained to sustainability communication between both cases was traced to the presence or lack of certain governance functions in these institutions. Findings showed that governance functions such as a dedicated strategic portfolio for SD and, a sustainability unit impacted on the CfS contribution towards improved SD implementation performance. This finding highlighted the moderating effect of governance functions on the nexus between effective communication and successful SD implementation performance in HEIs. It is hoped that this study’s findings will assist relevant stakeholders in designing appropriate strategic communication strategies for facilitating optimal SD implementation performance in their respective institutions.