This policy brief summarizes three research projects examining consumer attitudes and behaviors toward sustainability.
The first project investigates how climate change concerns influence consumer practices in Europe, with a focus on Italy. A survey of over 1,000 Italians by Intesa Sanpaolo reveals that two-thirds of the interviewees engage in eco-conscious behaviors, including purchasing environmentally friendly products and adopting sustainable mobility practices. Emerging trends like Zero-Waste Living, Digital Secondhand, and Sustainable Urban Mobility highlight a shift in consumer priorities.
The findings emphasize the demand for product accountability, transparency in sustainability claims, durable goods, and reduced packaging waste. Regulatory measures such as the Green Claims Directive and Right to Repair Directive align with these preferences, addressing greenwashing and fostering waste reduction.
The second project focuses on the role of individual and community engagement in reducing primary energy consumption, particularly through Renewable Energy Communities (RECs). A forthcoming survey of 15,000 Italians will examine perceptions, behaviors, and willingness to participate in RECs, addressing barriers such as limited awareness and regulatory hurdles. This study will produce a comprehensive dataset to inform strategies for increasing public engagement and supporting the energy transition.
Outputs include a detailed report and contributions to the AMELIA database, providing a foundation for policies that promote energy efficiency, financial incentives, and streamlined regulations, with implications for social equity and sustainability.
The third project explores the psychological drivers and barriers to sustainable consumer behavior, emphasizing energy and food consumption. Through qualitative and quantitative methodologies, including literature reviews, focus groups, and surveys, the research identifies underexplored behaviors with high CO2 mitigation potential, such as renewable energy adoption and plant-based diets. The findings will address limitations in current sustainability policies and provide a framework for developing interventions that are both effective and publicly accepted.
