Responsible shopping, Italians more environmentally aware but seek advice

The subject of sustainability is going through a difficult period in light of the latest geopolitical events: nevertheless, Italians' attention to sustainability remains high, indeed higher than in the last three years. This is what emerges from the latest Findomestic Observatory survey, conducted at the turn of February and March. 67% of the sample interviewed - a total of 1,000 people - to the question "today, compared to what you did 2-3 years ago, do you pay more or less attention to the fact that a product you intend to buy is environmentally friendly?" answered "more attention".

In detail, 37% say they pay "slightly more attention", 30% "much more attention", 29% "equal attention", while only 4% say they pay "less attention".

The figure is interesting, but another one stands out: households do not feel supported in the process of energy transition, and this suggests that a shot in the arm is needed from the institutions. When asked who makes the renewal of their equipment sustainable, 47 per cent answered 'no one in particular', as if to emphasise that - between institutions, financial companies and shops - there is little help. "It is a figure that is not surprising," says Claudio Bardazzi, head of the Findomestic Observatory. "If we ask Italians who are the subjects that most help families renew their endowments in favour of more sustainable ones, the player most cited is the European Community (19%). The State, after the decrease in the various incentives, is identified as supporting only 15% of those interviewed".

The Findomestic analysis also asks this question: "Would you buy green goods more to help reduce environmental impact or to save money?". "If the sales arguments, in addition to touching on the theme of sustainability, also deal with the subject of savings guaranteed by the purchase of a sustainable good, consumer interest becomes more concrete," explains Bardazzi. "It is no coincidence that 45% of the sample admits that when they buy green products they do so as much for ethical-ecological issues as for savings. And those who buy green goods purely for savings are more (33%) than those who do so purely out of an ethical choice (22%)'.

So sustainability enjoys a broad social consensus but when it comes to the wallet, consumers tend to stiffen: 3 out of 4 (74%) are willing to spend more to secure an ethical and ecological product but in half of the cases they are willing to spend a maximum of 10% more. In detail, in terms of additional expenditure to support the environment, the answers are as follows: 30% say they are willing to spend a maximum of 10% more, 24% go up to 5% more, 14% up to 20% more. There are 20% who say 'I am not convinced we should spend more'.