Sustainability consciousness among Indian business students: an assessment of knowledge, attitudes and behaviors

Purpose This study aims to examine the sustainability consciousness (SC) of business students in terms of their knowledge, attitudes and behavior. In addition, it explores the role of gender and place of residence on SC. Design/methodology/approach Using Gericke et al. (2019) SC questionnaire, data were collected from business students at three major universities in India. Descriptive statistics and two-way MANOVA were used for data analysis. Findings Business students in India demonstrate strong sustainability attitudes and knowledge, yet their actual behavior is comparatively moderate. While sustainability knowledge and behavior were comparable across genders, female students exhibited higher sustainability attitudes. No significant differences were found among rural, semiurban and urban students in any dimension of SC. Practical implications The findings highlight the need for experiential and practice-oriented sustainability education programs to bridge the gap between awareness and behavior. In addition, incorporating more gender responsive strategies may help to ensure equitable awareness and engagement in sustainability practices. Originality/value This study uniquely focuses on the SC of business students, emphasizing their role as future industry leaders who will influence corporate sustainability practices.