Resumo

BIANCHI, Enrique Carlos; CARMELE, Belén; TUBARO, Darío  e  BRUNO, Juan Manuel. Conciencia y acciones de consumo responsable en los jóvenes universitarios. Escr. Contab. Adm. [online]. 2013, vol.4, n.1, pp. 81-107. ISSN 1853-2055.

This paper is part of the Studies on Responsible Consumption initiated jointly by three national universities in 2011 - UNER-UNL-UNC. It aims to measure the level of awareness, commitment and action of the younger generations as regards water consumption, energy, recycling, donations and purchase in general. In this sense, the study focuses on the conative component of attitude in the segment under analysis, considering the different profiles of university students, and highlighting certain contradictions between saying and doing. The qualitative study consisted of group dynamics using the technique of collage to deepen concepts of responsible consumption, society and ecology. Whereas in the quantitative one, using a semi-structured questionnaire, a sample of more than 400 male and female university students were inquired not only about their lifestyles, but also about their style of responsible behavior and consumption actions. Findings show that far from making a revolution to transform society, younger people are forging pro-environment values and behaviors as a result of the education received. It is also concluded that consumption decisions are not always rational and conscious, with differences in behavior according to lifestyles in which those befitting a responsible consumer style are the "Balanced" and "Workaholic" young females and the "Activist" and "Fighter" young males.

Palavras-chave : Responsible and Sustainable Consumption; Youth Styles; Consumer Ethics.