Study goals
The purpose of this paper is to understand attitudes and behavior towards sustainable consumption among undergraduates of a Federal Higher Education Institution in Pernambuco.
Relevance / originality
The relevance of the research is shown by the application of a sustainable consumption scale; by presenting a trend in the consumption change of college students, encouraging sustainable productive actions aimed at young people In addition to encouraging the formation of conscious.
Methodology / approach
The research is characterized as quantitative-descriptive. The data survey was carried out by means of a questionnaire applied to undergraduate students. The research instrument was based on a Sustainable Consumption Scale, emphasizing four dimensions: ecological awareness, resource saving, recycling and frugality.
Main results
The survey reached 318 respondents. The result is that undergraduate students of the IFES studied are inclined to consume in an ecological way, however, there are still financial, psychological, cultural and especially attitudinal barriers to the permanence of this behavior.
Theoretical / methodological contributions
The research can be used in the areas of sustainability and marketing It presents an application of a sustainable consumption scale in a public university It promotes reflections on consumer behavior and the need for change in the consumption habits of young.
Social / management contributions
As a contribution to management, the research points out how companies and academia can contribute to modifications in the social and cultural context of purchase and with changes in the sustainable consumption behavior of young people.