Unpacking Consumer Behavior: Four Distinct Groups Identified by BVA Doxa and Swappie in Italy

BVA Doxa has partnered with Swappie, the European leader in iPhone reconditioning, to identify four main types of consumers in Italy. The first group, known as “Eco-practices,” consists of women aged 45-64 from Northern Italy who are environmentally conscious and focus on living a balanced life. Despite having moderate motivation towards sustainability, they make eco-friendly choices in their daily lives.

The second group, “Green dreamers,” is made up of women over 55 from Central Italy who are passionate about the environment and embrace reconditioned products and smart technologies to reduce energy consumption. They lead eco-friendly lifestyles and make conscious spending behaviors a priority.

The third group, “Technological,” consists of young men and women aged 18-34 from Central and Southern Italy who are well educated and passionate about new technologies. They love trying out the latest innovations on the market while also adopting eco-friendly behaviors to support sustainability.

Finally, the “Indifferent” group is made up of young adults aged 25-34 from Central Italy who show no interest in both technological innovations and sustainable practices. This group reflects a lack of engagement with making conscious consumption choices, leading to unaware and disengaged behaviors.