Challenging economic development: the case study of teaching alternative cultural values in business education

Abstract Environmental educators distinguish between normative, instrumental and liberal approaches. This article offers anthropological insights into environmental education (EE) involving all three perspectives based on the discussion of indigenous culture within sustainable business course in The Netherlands. The case study described here uses ethnographic insights to illustrate the evolution of thought when western students are presented with philosophies and information that allow them to reflect upon their own cultural positions and ideologies. A combination of normative and instrumental instructional approaches, as well as open and reflexive pedagogical engagement has helped students to learn to appreciate the value of cultural and natural diversity beyond the writing assignments’ requirements and socially acceptable or lecturer-desired views.