Green futures: exploring perceptions, motivations and barriers to green career choices

Purpose This study explores the perceptions, motivations and barriers influencing green career choices among National Service personnel in Ghana, highlighting green careers as key to addressing environmental sustainability and youth unemployment in lower-middle-income contexts. Design/methodology/approach Using qualitative research design and interpretivist approach, semi-structured interviews were conducted with 22 National Service personnel in Ghana to provide an in-depth understanding of green career choices. Thematic analysis was performed with NVivo 15. Findings The study found green careers to be understood as value-driven roles focused on sustainability and environmental impact. Participants' perceptions were shaped by academic exposure, social networks, workshops and social media. Motivations included environmental commitment, social and global impact, innovation and international prospects. Barriers such as financial constraints, limited opportunities, unsupportive cultural attitudes and lack of awareness shaped how individuals navigated green career choices. Originality/value This study reframes green careers as socially constructed identities shaped by discourse, values and relational dynamics. It contributes new insight into how young people conceptualise and negotiate green career aspirations, extending career development theory beyond structural explanations.