Information about environmental sustainability and consumer behaviour: evidence from a randomised promotion design

This research has the aim of covering, under many points of view, one of the most popular trend that we are seeing nowadays; sustainability. It is going to radically change and affects the consumer choice and its behavior. In order to have a better viewpoint of all the consumer perspectives, this research begin analyzing who is a costumer, what is a purchase behavior, what is sustainability and how it affects consumer choice from an economic point of view. The process that brings the customer to choose to purchase a product instead another one is called customer behavior. It constantly changes and in the last years it took a totally different direction more oriented toward sustainability . Market, as direct consequence, has changed as well, following the same trajectory. Consumer is not putting anymore at the first stage of its choice, “I would say” normal features such as size, color, flavor, aroma, etc., of a product or a service, but a new list of characteristics like fair wages and environmental impacts are taking cardinal role in the decision purchase process. Social and economic costs of global warming is rapidly affecting progress in developing world. Therefore, awareness and negative tangible effects that Climate Change is currently generating, put consumers in front of a different purchase behavior and at the beginning of a new market trend segment. Consumers are full capable to understand that sustainability is able to reduce, or at least partially limit, impact of climate change, since there are sufficient evidences to support the fact that human activities are the major contributors of climate changes.