Title: Social networks and socio-environmental awareness: a study of the baby boomers, X and Y generations of Northeast Brazil

Authors: Eliana Andréa Severo; Julio Cesar Ferro De Guimarães

Addresses: Department of Master in Business Administration (PPGA-UNP), University Potiguar (UNP), Engenheiro Roberto Freire, 2184, 59082-902, Natal-RN, Brazil ' Department of Master in Business Administration (PPGA-UNP), University Potiguar (UNP), Engenheiro Roberto Freire, 2184, 59082-902, Natal-RN, Brazil

Abstract: Social networks are a reality on both the personal and professional levels of the baby boomers, X and Y generations. The characteristics that surround each generation demonstrate that they can perceive and act differently in relation to environmental sustainability and social responsibility. This study aims to identify the use of social networks by the baby boomers, X and Y generations, as well as to analyse the relationship between social networks and the social and environmental awareness of the generations. The method used was a quantitative survey, by means of a survey, applied to 814 people living in Northeast of Brazil. The results highlight that the social network most used by the generations was WhatsApp, being used by 94.4% of the respondents, however Twitter was the social network used by only 23.4% of the generations. Social networks contribute 27.7% in environmental awareness, as well as 21.6% for social responsibility of the generations, motivating attitudes to improve the quality of life in the environment. However, there is a worrying issue, since the Generation Y presented the least environmental and social awareness.

Keywords: environmental sustainability; social responsibility; baby boomers; Generation X; Generation Y; social networks; Brazil.

DOI: 10.1504/LAJMSD.2019.100845

Latin American Journal of Management for Sustainable Development, 2019 Vol.4 No.4, pp.276 - 297

Available online: 15 Jul 2019 *

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