Sustainability paths: a reading through the opinions of Italians

In recent years, the concept of sustainability has gained widespread attention as one of the most fre-quently discussed and compelling trends [1, 2, 5]. It has provided numerous definitions and best prac-tices to enhance its comprehension [4, 6, 7]. However, an aspect that has received comparatively less attention pertains to the perceptions of both the general population and companies regarding sustain-ability. This research delves into this aspect by utilizing data from a survey involving a sample of about 1,000 respondents. The survey focuses on assessing the perception of sustainability concerning Italian companies. Additionally, the questionnaire includes inquiries about respondents' behaviours in relation to companies claiming to be sustainable, encompassing preferences and willingness to allo-cate resources. Through this analysis, distinct respondent behaviours can be delineated. Methodologi-cally, this study employs decision trees [3] to effectively categorize these behaviours, with each node within the tree representing a unique cluster of respondents.