Exploring consumer perceptions of sustainable Made in Italy products: towards a theoretical framework

Sustainability has increasingly become an important factor in consumer decision-making, influencing product evaluation jointly with traditional attributes such as country of origin (COO). This study explores the relationship between sustainability and the COO effect, particularly in the context of sustainable Made in Italy products. We start from the assumption that, as sustainability gains importance, the interaction between these attributes influences consumer perceptions and attitudes toward Made in Italy products. By means of a literature review, this study aims to develop a conceptual framework identifying key factors – derived from the COO literature and the sustainable consumption one – that influence consumer perception and willingness to pay a premium price for sustainable Made in Italy offerings. The resulting framework presents three macro-categories of factors: (1) attitudinal consumer factors; (2) product-level factors; and (3) company-level factors, together with sociodemographic characteristics.