This research aimed to identify, through the analysis of the sustainability conceptions of Business Management students from UFPB (Federal University of Paraiba), ways in which sustainability can be incorporated into their education. In methodological terms, a phenomenographic research was conducted, an approach in which the aim is to empirically investigate the way through which people experience, comprehend and attribute meaning to a phenomenon in the world around them. Its application on UFPB took into consideration the relevance of studying education for sustainability in a university campus that is inserted in an Atlantic Forest environment. Three different conceptions of sustainability were identified: opportunity, resources and sense of collectivity, from most superficial to most deep, respectively. Research showed that most students interviewed conceives sustainability in terms of resources, making it therefore impossible to identify an expansion resulting from the formation process of these students. Five directives were appointed by students in order to incorporate sustainability in the formation of these future administrators: the creation of a specific subject focused on sustainability; the approaching of sustainability in an interdisciplinary way; practicing as a way to contribute to theory previously learned; the promoting of scientific initiation projects that deal with said topic; and the hosting of institutional campaigns of awareness on sustainability.
