Strategic Planning and Ecological Safety Evaluation of University Campuses on Green Marketing Principles

Strategic planning of university campuses (UC) aims to harmonize nature, humans, and architectural complexes, enhancing the positive university image through specialized green and recreation zones. Highly urbanized UC areas, particularly with nearby roads, encounter increased technogenic load and pose additional health hazards. The purpose of the paper is the evaluation of the environmental safety level of the UC recreational territories on the example of campuses of Kyiv universities, located nearby highly loaded roads, using a complex of express methods of analysis, mathematical modeling and criterion-based approach, considering the main green economy principles. The scientific novelty of the paper and the authors’ contribution is in the assessment of the environmental safety level of city-type UC recreational territories being under the significant technogenic load from vehicle emissions. Such express analysis methods as densimetry, viscometry, stalagmometry, conductometry, potentiometry and optical methods, and in particular, refractometric studies have been used to assess the impact of vehicle emissions. The mathematical modeling and computational experiment have been carried out for dispersion fields of the main vehicle emissions pollutants. Ecologically acceptable distances from the road considering the specifics of recreational territory have been determined using the integral index of technogenic load. Propositions for minimizing human health hazards and improving the system of environmental monitoring of such territories have been provided and substantiated. The study also confirms the positive effects of environmental management and green marketing principles synergy, benefiting both nature and humans as well as the university image. Obtained results can be used for the design and reconstruction of UC and their recreational areas, as well as for planning roads located nearby the campuses, improving traffic on them. It is also convenient to foresee the enhancement of the environmental activities in the student research work and create student communities for monitoring the UC environmental state and the development of eco-startup projects.