Comparing Sustainable Development Goals integration in mission statements of Eastern and Western European business universities

Purpose Advancing sustainability and fostering Sustainable Development Goals (SDGs) are key global challenges. Higher education, especially through university mission statements, plays a critical role in addressing these issues. The purpose of this study is to analyze the most important regional differences and/or similarities between the emphases of mission statements of Western and Eastern European universities in relation to the SDGs. Design/methodology/approach This paper compares the SDG-related content of mission statements from 100 business universities in Eastern and Western Europe using content analysis. Findings Both regions emphasize social sustainability, particularly Goal 4 (Quality education). However, Eastern European universities focus more on regional development and workforce training, while Western European institutions prioritize societal development and economic goals (Goals 8 and 9). Eastern Europe also highlights cooperation (Goal 17), while Western Europe shows slightly more attention to environmental sustainability (Goal 13). The findings underscore the need for higher education institutions to enhance their mission statements to better reflect sustainability goals, serving as both indicators and motivators for institutional practices. Originality/value This study is unique in its comparative analysis of these two European regions.