摘要：This test was developed in order to discuss the intergenerational buying behavior, with females clipping, with respect to the consumption of products with ecological appeal or “green products” in post-modernity. The methodology is through an exploratory qualitative research, carried out from a field investigation with interviews conducted in November 2014 at the exits of shopping malls in the north and south zones of Rio de Janeiro. The theoretical bases of this study are grounded on the concepts proposed by Zygmunt Bauman, Nestor Canclini and Gilles Lipovetsky. The study compiles the characteristics inherent to the Baby Boomer generation, and Generations X, Y and Z, with emphasis on the behavior of Generation Y. The analysis of data from these generations reveals a Gen Y woman with a paradoxical consumer behavior, showing that the influence of fashion, media and academic information makes these young people oscillate between following the most superficial fashion trends or consider calls for a deeper discussion of environmental issues. This consumer logic shows the Gen Y woman from a consumer identity point of view that reflects values of an individualist ethics (Ethos market).
关键词：Green Consumer;Generation Y;Intergenerational Behavior;Women;Rio de Janeiro
