A recent survey by Altroconsumo found that 71% of Italians are willing to make consumption choices with greater attention to environmental impact and to adopt more environmentally responsible behaviours.

Italian consumers show an average level of engagement with sustainability: behaviours related to food, the purchase of products and services, and separate waste collection score relatively well, while mobility remains below average.

There are still limits to the adoption of fully sustainable behaviours, and price is certainly one of the main barriers. Products that consumers perceive as more environmentally sustainable often come at a higher price, partly because of the quality of the raw materials used or the adoption of more complex production technologies.

Across most of the areas analysed, cost is perceived as the main obstacle, mentioned by around 40% of respondents.

However, as shown by an earlier Altroconsumo survey, almost one in two Italians is willing to pay more for products that genuinely have a lower environmental impact.

A survey carried out by Adiconsum in the same period confirms this tension: 43% of consumers make their choices on the basis of environmental impact, while 48%, despite being aware of the effects of their purchasing decisions, ultimately choose according to price.

Durability, however, appears to help overcome the cost barrier: 47% of consumers are willing to pay more for a product with a longer life cycle.

For consumers to recognise the value of a product’s environmental characteristics and consider paying a higher price, they need clear, reliable and verifiable information about both the product and the producer. Transparency helps people better understand the effects of their consumption choices and distinguish between environmental claims supported by concrete evidence and statements that are generic or poorly documented.

Information therefore has an important educational role to play. Companies, for their part, need to provide tools that communicate the environmental characteristics of their products and the initiatives they have undertaken in a clear and documented way. Labels, certifications, declarations and marks can help consumers navigate their options and make increasingly informed and responsible purchasing decisions.