Falcão, Roberto Flores2025-04-302025-04-302024MENDES, Raquel Oliveira. O comportamento do consumidor da geração Z diante da ideia de sustentabilidade ambiental e sua adesão à moda circular. 2024. Dissertação (Mestrado Profissional em Administração) – Programa de Pós-Graduação em Administração, Centro Universitário Alves Faria – UNIALFA, Goiânia, 2024.https://repositorio.unialfa.com.br/handle/123456789/608The fashion industry has been the subject of global discussions due to its impact on the environment and the future of sustainability. As an alternative to reducing this impact, circular fashion offers models such as slow fashion and second-hand fashion— thrift shops (second-hand). Generation Z carries the stigma of being a more conscious generation and represents a significant demographic in Brazil, accounting for more than 20% of the population. Environmental issues have sparked growing concern about ecological awareness and the behavior of Generation Z consumers, who are more attentive to environmental and social issues. This study aimed to identify the level of environmental awareness and sustainable consumption behavior of these individuals, specifically regarding second-hand fashion purchases by Engineering and Medicine students at a private institution in Anápolis. An adapted questionnaire from the Ecologically Conscious Consumer Behavior (ECCB) Scale, as developed by Straughan and Roberts (1999) and Lages and Vargas Neto (2002), was used, as it was deemed the most appropriate and comprehensive for meeting the research objectives concerning sustainable consumption and had been previously validated by several scholars. The research was conducted through a survey comprising 36 items, and the sample size was calculated with a 95% confidence interval and a 5% margin of error, resulting in 330 respondents from Generation Z. It was found that the respondents demonstrated a level of environmental awareness. The results indicate that factors such as age, income, and type of course did not significantly influence the ecological awareness or sustainable consumption of these students. Finally, the study shows that the surveyed population demonstrates a certain level of environmental awareness, but this does not necessarily translate into sustainable consumption behavior. The research also pointed out that this audience consumes second-hand fashion from thrift shops at a similar rate across both groups. A limitation identified was the focus on results solely from a private institution, thus not capturing sustainable awareness and behavior among university students from other courses and institutions in the city. This study offers both scientific and practical contributions. On the scientific front, the work stands out for its originality in deepening the understanding of the role of knowledge in the context of second-hand clothing purchases by medical and engineering students. As such, it contributes to the expansion of literature and advances research related to sustainable fashion consumption. In terms of practical contributions, circular fashion companies can use the information obtained to adapt their marketing strategies, aiming to improve their positioning among Generation Z consumers, which could result in competitive advantage and increased profitability.ptModa sustentávelGeração ZConsciência ambiental