Nova SBE Leadership for Impact Knowledge Center began a series of Master Thesis Showcase. This one was developed by Fluvia Iannotta, advised by our Associate Professor Adjunct Milton de Sousa.

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How do students perceive “greenwashing” attitudes in European business schools? With the current increasing expectations for business schools to foster and teach sustainability, this question is a fundamental one. Surprisingly, however, empirical research on this topic is scant – most of the contemporary literature focuses instead on greenwashing attitudes among firms. The goal of this dissertation is to initiate a scientific inquiry on the topic of greenwashing in the educational context. To this end, a theory explaining how students perceive greenwashing in European business schools is developed by utilizing a qualitative research methodology.