LOCATION MATTERS: HOW RECYCLING SITE FEATURES INFLUENCE GENERATION X'S RECYCLING PRACTICES

According to generational theory, Generation X is characterized by pragmatism and flexibility. Members of this cohort are individuals who have experienced a socio-economic transition, marked by major social changes that have developed their critical thinking and personal autonomy. Unlike Generation Y and Generation Z, Generation X consumers show a much lower interest in adopting sustainable principles, with their concern for the environment being mostly declarative. Based on these aspects, the article aims to outline a profile of Generation X, placing greater emphasis on their sustainable behavior and on the importance of the locations where the recycling process takes place.