Purpose: This study aims to examine the cross-institutional variation in university greenness and analyze its underlying dynamics. Design/methodology/approach: This study constructs a University Greenness Index (UGI) and conducts multivariate regression. Findings: This study finds variation within two dimensions; in the vertical dimension, top-tier universities have significantly higher UGIs than tier-2 universities, and in the horizontal dimension, agricultural and forest, engineering and technology and generalist universities have significantly higher UGIs than other specialist universities. The dynamics underlying the greenness variation lies in different universities' motivations and resources, which are associated with China's higher education administrative system, especially the mechanism by which funding is allocated. Research limitations/implications: The Internet-search-based greenness index has some inherent limitations. First, there exists a gap between green information expression and real green achievement. Second, this research may be difficult to apply to other countries, because of the specific characteristics of China's higher education system. Practical implications: Based on the empirical results, two policy implications can be generated. First, for the problem of the vertical dimension variation, related institutional transformation should be launched to promote university greenness. Second, for the problem of the horizon dimension variation, specialist universities can take advantage of an interdisciplinary approach to promote greenness. Originality/value: This research helps scholars and administrators to better understand the progress being made and the achievements realized with regard to green university initiatives in China.