Sustainability Attitudes & Behavior in Italy

Strong Interest and High Concern

Italians show some of the strongest engagement with sustainability across Europe. Over 80% express interest in sustainable living, and more than half say they are very or extremely concerned about climate change. This concern translates into everyday habits: many Italians try to save water, recycle, and compost, while others make smaller shifts such as eating more plant-based meals or using eco-friendly products at home.

Barriers: Cost and Infrastructure Gaps

Nearly half of Italians point to the high cost of sustainable products as the top barrier. One in four also cite limited public transport, while 21% say they lack clear information. Local gaps in recycling and composting facilities add further friction. Italians are motivated, but systemic and financial barriers limit what they can do. The opportunity lies in lowering both the cost and the effort of sustainable choices.

3Rs in Practice: Waste Reduction, Recycling, and Reuse

Reducing waste, recycling, and reusing materials are the most common 3R practices in Italy, with composting also significant. For businesses, this opens clear space for circular economy models:

- Retailers and food brands can promote packaging return schemes and refill stations.

- Fashion and furniture brands can expand resale or repair services, building on Italians’ strong reuse culture.

- Waste reduction can be tied to loyalty programs, rewarding customers who cut packaging or bring back used goods.