The focus on ecological transition is growing, with 8 out of 10 Italians expressing favorable views, while consumer trends increasingly reflect green influences. Compared to two years ago, Italians are boosting purchases of locally made and Km 0 products, reducing branded and ethnic products, and emphasizing product healthiness, naturalness, recyclability, low environmental impact, local sourcing, and traditional flavors. These insights come from the "FragilItalia" Report, compiled by Legacoop's research area and Ipsos, with support from the Circular Economy Network-Foundation for Sustainable Development. The report is based on a survey conducted on a representative sample of the population focusing on "Consumption and Green" themes.
The analysis covered various products, from clothing to food. Significant percentage increases compared to the previous survey include purchases of Made in Italy products (+24 percentage points) and Km 0 products (+11 points), followed, albeit at a distance, by light products, which saw a 4-point increase. Conversely, the sharpest decline is seen in purchases of branded products (-54 points). While organic products have seen a significant increase in sales both in Italy and Europe, the survey notes a decrease in the number of buyers, indicating a segment of consumers forced by the economic crisis to alter spending habits.
