ResumoThe different generations, 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 used in the research was quantitative and descriptive, through survey and evaluated by the exploratory factor analysis and multiple linear regression, 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 of environmental practices with sustainable consumption. Based on the results of the research, we suggest that companies and institutions should invest in education and environmental awareness actions, to improve the quality of life and minimize environmental impact.
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