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Despite increased awareness and consumer interest for green products and a pre-disposition to purchase more environmentally friendly products and services, it is often noticed the lack of correspondence between consumers attitude and their actions, also called gap. Thus, although several studies have been conducted on consumer behavior, no definitive explanation of this gap was found. This study aims to contribute to a deeper understanding of this phenomenon in a new light, analyzing the gap influential factors from the perspective of the contrast between Baby Boomers and Y generations, as well as their main differences and similarities. For the development of this research thirty interviews were conducted with consumers living in Rio de Janeiro. The content analysis of the interviews was performed with Atlas.ti software. This article sought to identify the main influential factors on the gap in both generations for organic (food) products. The results show that there are differences between the behaviors of generations Baby Boomers and Y and between the factors influencing the gap for each generation. Finally, a conceptual model that seek to relate these factors with the gap is proposed. [ABSTRACT FROM AUTHOR]

This study aimed to investigate the expectations of generation Y young professionals in relation to their working life and how these expectations relate to the professional development program of a experienced coroporation. The research, qualitative, descriptive, adopted the method of single case study. We interviewed 18 professionals. Results led to the perception that the trainees have very high expectations for a rapid career development and lack the necessary professional maturity to understand natural delays. However, another portion expressed frustration with the delay to achieve their expectations related to income, to the lack of rotation between areas and with few opportunities for foreign internship. It is possible to conclude that the actual empresarial discourse empowers the expectations of the youth, opening field to this frustration. [ABSTRACT FROM AUTHOR]