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The aim. To study the attitude of the Ukrainian citizens to the environmental problems in the context of the theory of generations X, Y, Z.Materials and methods. Using the analytical-comparative, system-analytical, mathematical-statistical, logical methods of analysis and the method of questioning, as well as descriptive and abstract modelling and generalization, the environmental portrait of the Ukrainian citizens was studied.Results. In the context of the growing global environmental crisis, the environmental approach becomes a major trend for the country's sustainable development. Economic and social well-being is closely linked to the state of the environment, which can only be stable within certain environmental and resource boundaries. Therefore, special attention should be paid to the attitude of people to the environment as a public good and formation of their environmentally responsible behaviour, which is becoming an increasingly important element in International programs to protect our common environment. According to the research, the attitude of the Ukrainian citizens of different generations to the environmental problems was determined, and the main tendencies in the dominance of types of behaviour and character traits of the generation Z representatives were revealed. It has been found that the Ukrainian citizens of three generations (X, Y, Z) share common environmental values – they consider it is important to protect the environment and are confident that they can personally play a role in protecting the environment. However, it can be said that the environmental practices of the Ukrainian residents still need special attention from the state bodies and public organizations.Conclusions. The attitude of the Ukrainian citizens to the environmental problems in the context of the theory of generations has been determined, and their common ecological values have been generalized. According to the results of the research, the main directions in raising the level of environmental awareness of citizens have been identified. The active work with young people has been proposed since the generation Z does not care about natural resources and the environment as a whole. In particular, such work is possible by introducing various eco-practices and raising public awareness concerning environmental issues. At the same time, it is important to introduce incentive and motivation mechanisms for environmental protection taking into account the needs and values of each generation

Study the attitude of the Ukrainian citizens to the environmental problems in the context of the theory of generations