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 .