Autori: Russo, Angela, Santisi, Giuseppe
Titolo: Psicologia dei consumi per la sostenibilità. Prospettive e strategie cognitivo-comportamentali per l’artigianato e la piccola impresa
Periodico: Quaderni di ricerca sull'artigianato
Anno: 2025 - Fascicolo: 2 - Pagina iniziale: 155 - Pagina finale: 181

In the context of climate change, resource depletion, and growing societal demand for equitable and responsible economic models, the transition toward sustainable consumption requires not only technical innovation but also a behavioral shift. This paper explores how insights from consumer psychology and behavioral economics can effectively support sustainable practices, particularly in the context of small enterprises and artisanal businesses. After clarifying key conceptual distinctions between sustainable consumption and production, sustainable marketing, and sustainable lifestyles – each operating at systemic, strategic, and individual levels respectively – the paper presents a psychological analysis of consumption behavior, focusing on the often-cited intention-action gap Grounded in cognitive-behavioral theory and behavioral economics, the article examines how motivational systems, decision-making biases and psychological barriers influence sustainable choices and present strategies to overcome them. The paper then introduces the concept of «nudging» – a form of choice architecture that alters the decision environment to promote desired behaviors without restricting freedom of choice. Drawing on empirical evidence, including meta-analyses, case studies, and real-world experiments, the article describe the effectiveness of nudges. Specific attention is given to low-cost, scalable interventions applicable to small business contexts. Ethical considerations are also addressed, distinguishing between self-serving, prosocial, and opportunistic nudges, and advocating for those that generate shared value. The paper argues that artisans and micro-entrepreneurs – thanks to their territorial embeddedness and relational approach – are uniquely positioned to make sustainable behavior not only possible, but desirable and habitual.




SICI: 1590-296X(2025)2<155:PDCPLS>2.0.ZU;2-6
Testo completo: https://www.rivisteweb.it/download/article/10.12830/117885
Testo completo alternativo: https://www.rivisteweb.it/doi/10.12830/117885

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