Italians and Sustainability: A Consciousness to be Strengthened

In recent years, the concept of sustainability has emerged as one of the most widely cited and interesting trending topics, characterized by many definitions and best practices for pursuing it. One of the aspects less frequently faced is the perception of sustainability for the population and the companies. In this paper, this issue has been analysed using results from a survey in which a sample of 1000 respondents, representative of Italian population, answered about their perception of sustainability and their attitude and behaviors toward companies that claim to be committed to sustainability. In addition to measuring the experience of sustainability, the study, through the use of the decision tree technique, made it possible to identify the different behaviors present in the population and to define groups of respondents with homogeneous behavior.