A recent study, “Sustainability Is Quality,” reveals that three main forces are pushing Italian consumers toward more sustainable choices: quality, concern, and ethics. According to the findings, 69.6% of respondents see quality as the decisive factor, with innovation and the high perceived standard of sustainable products being the most influential aspects.

This is followed by growing concern over climate change and the planet’s future (22.0%) and moral or ethical considerations (7.4%). The results suggest that in Italy sustainability is no longer seen solely as an environmental matter - it has evolved into a multidimensional commitment combining perceived excellence, global awareness, and moral values.