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Colleges and universities that are interested in reducing their environmental impacts are faced with the difficulties of providing incentives for sustainable behavior and attempting to quantify the gains that policies would provide. In this paper, we use a case study to demonstrate the benefits as well as the difficulties encountered with one type of incentive program, a revolving loan fund. During the five‐year tenure of the case study fund, the program yielded a 34 percent return on conservation investments, with associated decreases in resource usage, ambient air emissions, and water consumption. Using a past damage function study, we estimate that the reduced emissions result in over US$100,000 of avoided environmental externalities per year. Although the economic returns and environmental benefits were significant, participation declined rapidly after the initial rollout of the program and relatively non‐technical conservation measures were generally the focus of projects. Through surveys of both participating and non‐participating facility directors, we determined that lack of knowledge of effective conservation measures and limitations in staff availability were the key barriers preventing more extensive participation. Increased flow of information, through such actions as frequent facility director correspondence and independent energy audits of facilities, would be likely to encourage sustainable resource consumption in future applications of revolving loan funds and other campus greening efforts.

The purpose of this paper is to prepare for a campus sustainability audit at the main campus of Brock University, St Catharines, Ontario, Canada.

An inductive, qualitative approach was undertaken with data comprised of analyses of key stakeholder interviews, a review of literature, and a systematic collation of campus‐based sustainability initiatives taking place in 2008‐2009.

The study offers qualitatively analyzed evidence that even smaller and mid‐size Canadian campuses with limited budgets can successfully move forward with sustainability initiatives in multi‐systemic, synergistic partnerships that cross‐professional and disciplinary boundaries. Furthermore, inductive methodologies should not be overlooked in this process. While most of the sample of interviewees in this exploratory study agreed to be involved in current and future sustainability initiatives, interestingly, there were also concerns that discovery of any negative findings could cast a shadow on “green” efforts already underway. The findings also indicate a number of leading edge initiatives taking place at Brock University including a co‐generation power plant, and “green” construction of new buildings as well as those in the planning stages. Without a formal governance structure or a common theoretical framework in place, a broad spectrum of definitions on “sustainability” from key stakeholders was found ranging from an environmental focus to those based solely upon economics, and a combination of the two were prevalent. The absence of any systemic, coordinated and comprehensive approach on the university's main campus was the main negative finding – one that previously hampered growth of synergistic partnerships.

Owing to its geographical location in the Canada's Niagara Escarpment as one of UNESCO's World Heritage Biospheres and its recent emergence as a comprehensive university, it is apparent that Brock University is well placed with potential for a leadership role in promoting ethical and green consumption practices on its campuses and within the region. This qualitative study provides a contemporary, interdisciplinary conceptual framework for understanding how important synergies may be brought to bear in this new policy arena within and beyond academia.