Rev. Adm. UFSM, Santa Maria, v. 13, número 5, p. 959-976, 2020 - 959 - CONSUMER MYOPIA: A CROSS-CULTURAL STUDY ABOUT THE ATTITUDE AND SUSTAINABLE BEHAVIOR OF UNIVERSITY STUDENTS ABSTRACT Purpose - The present study has the general objectve to verify the myopia level of Management students from diferent cultures. Design/methodology/approach - For that purpose, the methodology chosen was, as for means, quanttatve and qualitatve, and as for purposes, exploratory and descriptve. The primary data were collected through questonnaires and interviews applied with Brazilian and German Management students. Findings - Regarding the results, it was observed that the students of both countries have similar attudes and behaviors concerning sustainability; moreover, it was verifed moderate myopia concerning the environmental behavior of the students inside both universites despite cultural diferences. Research limitatons/implicatons - The present study cannot generalize the results for the universe Brazil and Germany, one of the limitatons of the study being the cult-unit researched. Only Management students of the two countries were studied, besides being sampled for convenience. Social implicatons - In Bremen, the resource economy is cultural it was developed especially in the post-war periods with the restrictons imposed on the country. On the other side of the comparison, we have Fortaleza, a city in northeastern Brazil. The scourge of northeastern droughts has led the region to develop a culture of water and resource-saving. Originality/value - The study empirically tested a new concept related to sustainability with people from two countries with diferent realites. The consumer myopia identfes the short-term view of consumers con- cerned only with their immediate personal satsfacton, and who do not envisage the possibility of allying this satsfacton with sustainability in the long term. Keywords: Sustainable consumpton. Transcultural. Brazil. Germany. Sustainability. Iveltyma Roosemalen Passos Ibiapina 1 Marusa Hitaly da Silva Cunha 1 Marlon Bruno Matos Paiva 1 Cláudia Buhamra Abreu Romero 1 DOI: 10.5902/ 19834659 37665 Submission: 08/04/2019 Accept: 30/04/2020 1 Federal University of Ceará CONSUMER MYOPIA: UM ESTUDO CROSS-CULTURAL SOBRE A ATITUDE E O COMPORTAMENTO SUSTENTÁVEL DE ESTUDANTES UNIVERSITÁRIOS