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Conserving the planet for the next generation has come to be an essential component of sustainable development, with "future generations" being the term most frequently included when citing definitions of sustainable development. However, beyond words, does a concern for a future beyond the current generation have any bearing on actions taken in the present? This paper examines the concept of generativity (concern for the future) as a component of sustainable development and specifically, in relation to green consumption. A sub-set of data gathered through a survey which sought to explore constructs for a model for green consumer behaviour has been used to reflect particularly, on the relationship between generativity and green behaviour. Further, the data has been deployed to explore comparisons on the basis of gender and age but also differences between respondents in the UK and Portugal. The results show a positive correlation between generativity and green consumption values, as well as between generativity and buying behaviour, and generativity and prosocial attitude. The data does not support gender difference in terms of levels of concern, or differences between the two countries but age, is shown to be an influencing factor. The paper concludes that the concept of generativity merits further exploration. Image 1 • Generativity (concern for the future) is positively correlated with and green consumption values and buying behaviour. • Generativity is positively correlated with prosocial attitude. • Generativity is not influenced by gender. • There were no differences in generativity between the sample in the UK and Portugal. • There are differences in levels of generativity between those with children and those without. [ABSTRACT FROM AUTHOR]