Environmental sustainability from a generational lens—A study comparing generation X, Y, and Z ecological commitment

Abstract Environmental sustainability is increasingly pressing. Achieving it depends on the contribution of all of us. There is a broad spectrum of evidence that points to a generational gap in the way of viewing and dealing with environmental issues. This evidence is, however, mixed. This paper intends to explore whether there are differences between the Portuguese Generations X, Y, and Z about general environmental concerns, their involvement in collective actions for environmental protection, and specific pro‐environmental behaviors. The data gathered from 757 Portuguese citizens were analyzed using descriptive and non‐parametric statistical methods. Overall, we found that members of Generation Z showed the least environmental concerns and adopted fewer sustainable behaviors and little or no participation in collective actions for environmental protection. On the contrary, members of Generation X demonstrate more sustainable attitudes, followed by Millennials. In sum, the two younger generations have more in common with each other than they do with members of Generation X. This is the first attempt to understand generational differences in Portugal on specific environmental issues, helping to define policies emphasizing civil society's serious and consistent involvement in protecting the planet. Recommendations of the research enable us to understand the behaviors of individuals from different generations and allow producers and policymakers to develop and adopt measures to meet the specificities of each generation, leading them to adopt more sustainable practices, especially younger people.