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It is common for colleges and universities to include sustainability in their mission statements and strategic plans. On many campuses, however, sustainability is associated with green practices only, rather than the comprehensive integration of social equity, economic, and environmental principles on which the concept was founded. Here, Hooey et al examine the obstacles to the comprehensive adoption of sustainability in institutions of higher education, in general, and to suggest a conceptual framework of a sustainability culture as one most appropriate for the more effective incorporation of comprehensive practices.