Environmental sustainability and sustainable consumption: The perception of baby boomers, generation x and y in Brazil

Abstract

Generations types - Baby Boomers, X and Y - are inserted in society, consuming natural resources and impacting the environment. This study aims to analyze the perception of generations on the relationship of environmental sustainability, environmental practices and sustainable consumption, through the analysis of 824 respondents from different regions of Brazil. The methodology is quantitative and descriptive, through survey and evaluated by the exploratory factor analysis and multiple linear regressions, in order to determine the relationship between constructs. The results highlight that generations have different perceptions of environmental issues. Baby Boomers presented greater awareness of environmental sustainability in relation to sustainable consumption, as well as generation Y about environmental practices with sustainable consumption. Based on the results of this research, we suggest that companies and institutions invest in education and environmental awareness actions, to improve the quality of life and minimize environmental impact.