Abstract
AbstractThis study aimed to analyze the variables of environmental favorability, identifying and comparing their importance and differences within the consumers of the segments of the Baby Boomers, X, Y and Z generations in the Brazil. A factorial analysis showed that the highest averages found were related to the environmental responsibility of the companies and society. The lower averages are linked to the skepticism about advertising and advertising on labels of environmental products. The factors with higher scores refer to the environmental responsibility of society and the environmental conscience pointing out the concern of the interviewees about pollution, deforestation and the climatic consequences that can attack the environment. On the other hand, the lower averages are linked to the credibility in the environmental communication geared towards advertising and the veracity in the labels. Finally, the limitations and opportunities of future work are presented.
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