Os hábitos de consumo das gerações y e z: a dimensão ambiental nos contextos familiar e escolar

Abstract

The aim of this study was to identify if the acquisition of knowledge about sustainability for Y and Z generations occurs in family or school contexts. Characterized as quantitative and descriptive, this study used a questionnaire adapted from Bhattacharya; Korschun; Sen (2009). Students of high school and graduation courses from two campi of federal institutes,located in Santa Catarina and Rio Grande do Sul, participated in this study. The main results showed that Y and Z generations emphasize, respectively, school and family as responsible for teaching sustainability; that for both generations the family is better able to teach the topic of sustainability; and both Y and Z generations understand that examples of good practices related to sustainability must come from the school. The fi ndings allow to suggest that the acquisition of knowledge about sustainability in family and school contexts may be important precedent in consumer habits and that organizations should develop communication with the market in order to favor a proper construction of purchase and consumption process, current and future.