European Strategy for Plastics in a Circular Economy draws new shapes of economy in order to protect the environment and reduce marine pollution, GHGs and countries’ dependence on imported fossil fuels. The core of EU Strategy is also to try to transform the way plastic products are designed, produced, used and recycled in the EU. Italy is the first country in Europe and the second in the world for consumption of bottled water, with remarkable environmental impacts, from production to distribution. Starting from social science theory, this work aims to investigate consumers' behavior and the related factors that influence their behavior pertaining to the purchase of. mineral water bottles made with eco-friendly packaging, taking the student population of the University of Palermo as a reference sample. The work carries out an analysis by means of a fuzzy approach that is based on the evidence that the real world is so complex that it cannot be treated by means of clear rigid propositions. Findings show the presence of high sensitivity to pay for green bottles. This work further contributes to the existing research by emphasizing the crucial role of new marketing and policy plans based on the attitudinal, behavioral and socio-economic characteristics of consumers. Thus, this study delivers insights for policy-makers towards formulating favourable policies to increase sustainable firm processes and consumers’ green consumption within circular models.

循环经济中的欧洲塑料战略描绘了新的经济形态，以保护环境并减少海洋污染、温室气体和各国对进口化石燃料的依赖。欧盟战略的核心也是试图改变欧盟塑料产品的设计、生产、使用和回收方式。意大利是欧洲第一个和世界第二个消费瓶装水的国家，从生产到分配对环境影响显着。本研究从社会科学理论出发，研究消费者的行为以及影响其购买行为的相关因素。采用环保包装制成的矿泉水瓶，以巴勒莫大学的学生群体为参考样本。这项工作通过模糊方法进行分析，该方法基于现实世界如此复杂以至于无法通过明确的刚性命题来处理的证据。调查结果表明，人们对绿色瓶子的支付非常敏感。这项工作通过强调基于消费者态度、行为和社会经济特征的新营销和政策计划的关键作用，进一步促进了现有研究。因此，本研究为政策制定者提供了有关制定有利政策的见解，以在循环模型中增加可持续的公司流程和消费者的绿色消费。调查结果表明，人们对绿色瓶子的支付非常敏感。这项工作通过强调基于消费者态度、行为和社会经济特征的新营销和政策计划的关键作用，进一步促进了现有研究。因此，本研究为政策制定者提供了有关制定有利政策的见解，以在循环模型中增加可持续的公司流程和消费者的绿色消费。调查结果表明，人们对绿色瓶子的支付非常敏感。这项工作通过强调基于消费者态度、行为和社会经济特征的新营销和政策计划的关键作用，进一步促进了现有研究。因此，本研究为政策制定者提供了有关制定有利政策的见解，以在循环模型中增加可持续的公司流程和消费者的绿色消费。