La marca commerciale e le linee sostenibili: Coop e Conad a confronto

In recent years, sustainability has become increasingly relevant in the context of large-scale retail trade, and many retailers have introduced a private label product line characterized by sustainable attributes. The aim of this study is to compare consumers' attitudes towards the sustainable product lines of private labels of two major Italian chains: Coop and Conad. To achieve this, a survey was conducted on a sample of consumers from both chains, using the same questionnaire. The results show significant attention towards sustainability from customers in both cases, but there are notable differences in perception and behaviour.