Inside the Green Mind

Ludovica Serafini is a post-doctoral researcher at the University of Salento, Lecce, Italy. Prior to joining the University of Salento, she earned her Ph.D. from the University of Calabria, specialising in Consumer Behaviour. She also completed a visiting research period at City St George's, University of London, where she further refined her training in experimental methods in consumer research. She is currently involved in research projects on sustainable consumption, investigating barriers and potential drivers from a consumer perspective. She teaches Marketing and Consumer Behaviour courses at Luiss Guido Carli University, Rome, where she is also a Research Fellow at the X.ITE Research Centre. Her main research interests include consumer behaviour, sustainable consumption, as well as the cognitive, emotional, and contextual factors shaping responsible consumer choices, with a growing interest in human–AI interaction and technology-mediated consumption.Alessandro M. Peluso is Full Professor of Business Management at the University of Salento (Lecce) and Adjunct Professor of Sustainable Marketing at LUISS Guido Carli University and of Marketing Research at LUISS Business School (Rome). His research interests are in marketing with a focus on social communication, elderly consumer behavior, and sustainable consumption. He has published four research monographs and over 80 articles in international peer-reviewed journals. He serves as principal investigator for funded research projects on older consumer behaviors (PRIN 2022) and on sustainable consumption (ECOPOL ENAL, GRINS PNRR).

• 1. Why It Matters: Framing Environmentally Sustainable Change.- 2. What We Know: Understanding Sustainable Consumption, Barriers, and Drivers.- 3. Beyond Assumptions: What Experts and Consumers Say About Sustainability.- 4. Quantifying the Trade-Off: Perceived Impact and Sacrifice in Sustainable Behaviours.- 5. From Research to Reality: Policy Implications for Transformative Sustainability.