Factors Shaping Career Prospects in Green Entrepreneurship and Marketing: A Study among Graduate and Postgraduate Students in Jharkhand

The dichotomy of “Business or Service” is one of the most enduring dilemmas for graduates and postgraduate students and their families. Career decisions, however, are not shaped by the student alone; multiple factors influence their orientation toward entrepreneurship, particularly in the emerging domain of Green Entrepreneurship. This study seeks to examine the factors that motivate and influence students to pursue green entrepreneurship and green markets in Jharkhand. The study population comprises undergraduate and postgraduate students from all districts of Jharkhand who are enrolled in various higher education institutions in Ranchi. Adopting a qualitative research design, data were collected through questionnaires and analyzed using appropriate descriptive and qualitative techniques. The findings provide insights into the key drivers guiding students toward green entrepreneurship and green markets, offering scope to improve government initiatives, strengthen institutional support, and motivate students during their graduation journey.

Career planning, Pre-Placement, Business

1. Pedro Moreira Grillo, D. P. (2021). Job, career or calling: a qualitative exploration of the meaning of work among Brazilian undergraduate architecture students. Brazilian Journal of Operations & Production Management, 18(1). doi:https://doi.org/10.14488/BJOPM.2021.002 [Google Scholar] [Crossref]

2. Angela Russo, R. G.-F. (2023). Redefining ‘Careers’ and ‘Sustainable Careers’: A Qualitative Study with University Students. MDPI : Sustainable Career Development and Organizational Psychology, 15(24). doi:https://doi.org/10.3390/su152416723. [Google Scholar] [Crossref]

3. Maryam Lotfi, A. Y. (July, 2018). The Effect of Emerging Green Market on Green Entrepreneurship and Sustainable Development in Knowledge-Based Companies. MDPI: Sustainability, 10(7). doi: https://doi.org/10.3390/su10072308 [Google Scholar] [Crossref]

4. Bala, D. S. (2023). Green Jobs in India: Present and Future Prospects. Retrieved from https://vvgnli.gov.in/sites/default/files/157-2023%20Shashi%20Bala.pdf. [Google Scholar] [Crossref]

5. Adam Sulich, M. R. (2021). Decision Towards Green Careers and Sustainable Development. Science Direct. ELSEVIER. Retrieved from https://www.researchgate.net/publication/351884955_Decision_Towards_Green_Careers_and_Sustainable_Development [Google Scholar] [Crossref]

6. Aswathy TR, D. N. (Jan., 2022). EMERGENCE OF GREEN ENTREPRENEURSHIP IN KERALA; A SOLUTION FOR SUSTAINABLE GROWTH AND DEVELOPMENT. International Journal of Mechanical Engineering, 7(1). Retrieved from https://kalaharijournals.com/resources/IJME_Vol7.1_677.pdf [Google Scholar] [Crossref]

7. Maryam Lotfi (n 3) [Google Scholar] [Crossref]

8. Singh, V. (n.d.). Judicial Academy Jharkhand: Conference on Environmental Issues and Climate change: Jharkhand Chapter. Retrieved from https://jajharkhand.in/wp/wpcontent/uploads/2017/01/08_vandana_singh_book.pdf. [Google Scholar] [Crossref]

9. Muftiah Azizi Hadiyati, B. A. (2023). Student Careers: What Factors Influence Career Choice? Journal of Educational Research and Evaluation, 7(4), 608-614. doi:https://doi.org/10.23887/jere.v7i4.61686 [Google Scholar] [Crossref]

10. Segun Olowolabi, D. J. (2020). THE INFLUENCE OF ENVIRONMENTAL FACTORS ON CHOICE OF CAREER AMONG SECONDARY SCHOOL STUDENTS IN AKOKO SOUTH WEST LOCAL GOVERNMENT AREA ONDO STATE. NIGERIA. International Journal of Education Humanities and Social Science, 3(5). [Google Scholar] [Crossref]

11. Asma Shahid Kazi, A. A. (December, 2017). Factors Affecting Students’ Career Choice. Journal of Research and Reflections in Education, 17(2), 187-196. Retrieved from https://www.ue.edu.pk/jrre/ [Google Scholar] [Crossref]

12. ibid [Google Scholar] [Crossref]

13. Mihaela-Roberta Stanef-Puică, L. B.-L.-O.-T.-O.-G. (June, 2022). Green Jobs—A Literature Review. International Journal of Environmental Research and Public Health, 19. doi:https://doi.org/10.3390/ijerph19137998 [Google Scholar] [Crossref]

14. ibid [Google Scholar] [Crossref]

15. ibid [Google Scholar] [Crossref]

16. Adam Sulich (n 5) [Google Scholar] [Crossref]

17. Maryam Lotfi (n 3) 18. Adam Sulich (n 5) [Google Scholar] [Crossref]

18. Wiederholt, R. (April 19, 2024). 20 Green Careers for the Environmentally Conscious | Indeed.com. Retrieved from https://www.indeed.com/career-advice/finding-a-job/green-careers. [Google Scholar] [Crossref]

19. Bala, D. S (n 4) [Google Scholar] [Crossref]

20. Adam Sulich (n 5) [Google Scholar] [Crossref]

21. Haldar, S. (n.d.). Green Entrepreneurship in the changing market scenario in India. Retrieved July 2024, from https://www.academia.edu/34765284/Green_Entrepreneurship_in_the_changing_market_scenario_in_India [Google Scholar] [Crossref]

22. Maryam Lotfi (n 3) 24. Haldar, S (n 22) [Google Scholar] [Crossref]

23. SangEun Kim, Abigayle Davidson, Laura Simmons-Stern, Saipriya Salla, Ananya Saini. (March, 2023). Building the Green Economy: Trends and Opportunities for Green Entrepreneurship in India. ASPEN Network of Developement Entrepreneurs: ASPEN INSTITUTE. [Google Scholar] [Crossref]

24. Osuagwu, L. (2023, July 31). Green Marketing: Conceptualizations, Managerial Practices, Challenges and Research Agenda. Journal of Sustainable Development Studies, 16(2). Retrieved from https://infinitypress.info/index.php/jsds/article/view/2184 [Google Scholar] [Crossref]

25. Maryam Lotfi (n 3) [Google Scholar] [Crossref]

26. Haldar, S (n 22) [Google Scholar] [Crossref]

27. Aswathy TR (n 6) [Google Scholar] [Crossref]

28. SangEun Kim (n 25) [Google Scholar] [Crossref]

29. Aswathy TR (n 6) [Google Scholar] [Crossref]

30. Viraaj. (2024, January 20). 18+ Lucrative Ideas in Jharkhandi Entrepreneurs for in 2024. Retrieved from https://getswipe.in/blog/article/18-lucrative-ideas-in-jharkhandi-entrepreneurs-for-in-2024. [Google Scholar] [Crossref]

31. Kolikapudi, P. (2021, December 24). Skill Development and Entrepreneurship Opportunities in Jharkhand. Retrieved from https://nationalskillsnetwork.in/skill-development-and-entrepreneurship-opportunities-injharkhand/. [Google Scholar] [Crossref]

32. Gupta, D. S. (2021, April-June). Skill Development in Jharkhand: A Study of Government Initiative Schemes towards the same for the youth of the state. Asian Journal of Management, 12(2). doi:DOI: 10.52711/2321-5763.2021.00015 [Google Scholar] [Crossref]

33. Manish Kumar, Manika Gupta, Tariq Habib, Saarthak Khurana. (2024). The Energy Transition Opportunity: Emerging Green Jobs in Jharkhand. Climate Policy Initiative. CPI Global. Retrieved from https://www.climatepolicyinitiative.org/wp-content/uploads/2024/10/Jharkhand-Jobs-Report.pdf [Google Scholar] [Crossref]

34. 2024 Guide to Green Careers - All You Need to Know. (2024, July). Retrieved from https://novoresume.com/career-blog/green-careers [Google Scholar] [Crossref]

• IFRS S1 and S2: A Global and Indian Perspective with Implications for Auditors
• A Study on Consumer Attitudes and Buying Behavior towards organic Food Products
• India’s Transfer Pricing Framework: Evolution, Challenges, and Future Directions
• Application of Statistical Methods in Business Administration: A Quantitative Study on Organizational Performance
• Decoding Fintech Adoption: The Role of Trust, Risks and Perceived Benefits