Abstract Today’s economy is experiencing serious economic and social problems affecting all world citizens. The earth seems to have become insufficient in meeting the standards of living that societies expect. The classic marketing approach is seen as the cause of many problems. It has contributed to the emergence of the behaviors that should be changed. With its indisputable impact on development, marketing has influence on degradation, but it can also build positive customers, organizations, and behaviors. Understood as a philosophy, a way of thinking and doing business, sustainable marketing, which we are interested in, promotes responsibility, conscious consumption, relationships, and sensible business. It is interesting to understand what the generation of young people thinks about the issue – the generation that will manage enterprises in the next few years and create global consumption. In this article, we present a research project aimed at answering the question “is today’s young generation ready to face the challenge of changing their lifestyle based on unlimited consumption for the one that will take sustainability into account as a basis for consumer behavior?”.

中文翻译：

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可持续行为–改变消费者和企业态度和行为的需求

摘要当今的经济正经历着严重的经济和社会问题，影响着世界所有公民。地球似乎不足以满足社会期望的生活水平。经典的营销方法被认为是造成许多问题的原因。它有助于应改变的行为的出现。营销对发展具有无可争议的影响，对降级有影响，但它也可以建立积极的客户，组织和行为。我们感兴趣的是一种哲学，一种思考和做生意的方式，可持续的营销，它促进了责任感，有意识的消费，人际关系和明智的业务。了解这一代年轻人对这个问题的看法很有趣，因为这一代将在未来几年管理企业并创造全球消费。在本文中，我们提出了一个研究项目，旨在回答以下问题：“今天的年轻一代是否已准备好面对将无限量消费作为可持续消费的基础，改变生活方式的挑战？”