This article aims to explore how private universities in South Sumatra leverage green human capital to enhance their competitive positioning. It investigates the strategies employed to integrate environmental sustainability into their educational and operational frameworks, thereby attracting students, faculty, and partnerships aligned with green values. Green human capital refers to the environmentally-focused knowledge, skills, attitudes, and values possessed by university staff, faculty, and students. Utilizing a qualitative research approach, including in-depth interviews, focus groups, and document analysis, insights were gathered from various stakeholders, including university administrators, faculty members, students, and sustainability officers.

Findings reveal a growing recognition of the importance of sustainability issues among stakeholders, though the level of institutional commitment varies. Challenges such as financial constraints, a lack of expertise in green technologies, and resistance to change were identified. However, universities that effectively integrate green practices report significant benefits, including cost savings from energy-efficient technologies, enhanced reputations attracting environmentally-conscious individuals, and the formation of strategic partnerships with governmental and non-governmental organizations.

The study underscores the importance of developing comprehensive sustainability policies, integrating sustainability into the academic curriculum, and fostering a culture of environmental awareness on campus. By strategically leveraging green human capital, private universities in South Sumatra can attain a significant competitive advantage while contributing to broader environmental sustainability goals.

The strategic use of green human capital is essential for advancing ecological sustainability and serves as a significant economic asset that can enhance the competitive edge of private universities in South Sumatra. The insights from this research provide a valuable framework for higher education institutions seeking to integrate sustainability into their core strategies and operations, thereby contributing to a more sustainable future while achieving institutional excellence.