Green Consumption Behaviour Among Pre-University Teachers In Karnataka: A Descriptive Study Of Motivators And Barriers

Abstract Environmental degradation and climate change have intensified global interest in sustainable consumption, making educator’s key actors in promoting pro-environmental attitudes and practices among young people. This study examines green consumption behaviour among pre-university (PU) teachers in Karnataka, focusing on motivators and barriers that shape their sustainable purchasing decisions. A cross-sectional survey was conducted using a structured questionnaire administered to PU teachers across arts, commerce and science streams in Government and aided colleges. The instrument measured environmental attitude, environmentally responsible behaviour, environmental values, green product awareness, personal moral norms, green consumption intention and actual green consumption behaviour as principal constructs, together with tradition, complexity, cost and image barriers and green consumption satisfaction. Descriptive statistics were calculated using respondent-level composite scores and show generally high environmental attitudes, values and concern, but comparatively lower levels of actual green consumption behaviour, suggesting a possible intention–behaviour gap. Tradition, complexity and cost barriers emerged as relatively prominent, while image barriers were weaker. Green consumption satisfaction was moderate. These findings support theoretical expectations from the Theory of Planned Behavior and Values–Belief–Norm theory and offer implications for curriculum design, institutional practices and policy interventions aimed at strengthening motivators and reducing barriers to sustainable consumption among PU teachers in Karnataka.