This research stream explores the central role of consumers in the ecological transition, focusing on the identification of factors, strategies, and tools that can be developed and adopted by companies and other institutional actors.

The primary objective is to enhance consumers’ capacity to contribute meaningfully to a sustainable economy through the implementation of targeted approaches. This involves not only understanding the drivers of sustainable behaviours but also designing practical solutions that facilitate and encourage such behaviours.

The research stream aims to provide key insights and concrete solutions to promote environmental awareness and the adoption of sustainable practices among consumers, thereby contributing to an effective and participatory ecological transition.