The work produced within Work Package 1 of Spoke 1 aims to shed some light on the strategies, tools, and behaviors that companies and organizations are adopting to become more sustainable and in line with digital and sustainable transitions.

Our focus is on the approaches businesses use to enhance the sustainability of their processes, products, and services, with particular emphasis on the critical role of consumers in these transitions.

By analyzing consumer behavior, we offer actionable recommendations to help firms design strategies that simultaneously promote sustainable consumption practices and optimize their financial performance.

The adoption of pro-social behaviors supporting the ecological transition can be effectively driven by new digital media, influencing consumer behavior in both digital and physical spaces.

Our research highlights two key areas:
(i) a study by U. Bocconi exploring how physical-world events and social interactions foster pro-social behaviors, and
(ii) two studies by U. Bologna analyzing how digital communication techniques, including multimodality and sensory stimuli, enhance consumer engagement and promote sustainable behaviors, such as purchasing eco-friendly products.