This report explores how people in Albania think about sustainability and how those attitudes translate into everyday shopping and household practices. Based on a nationally representative urban survey, it examines what drives consumer choices around food, household products, energy use, and waste, and how concerns about safety, affordability, and trust shape behavior. The study looks beyond attitudes to measure real-life practices such as saving resources, repairing and reusing products, checking labels, and avoiding waste.

The findings reveal that many sustainability-friendly behaviors already exist, often driven by economic necessity and family health concerns rather than environmental awareness alone. At the same time, limited trust in labels and institutions, price sensitivity, and gaps in infrastructure continue to slow wider adoption of greener choices. By highlighting both opportunities and barriers, the report offers valuable insights for policymakers, businesses, and development partners seeking to promote responsible consumption and more sustainable markets in Albania. 

This publication is produced under the UN Joint Project “Business Partnerships and Solutions for SDGs”, funded by the Government of Sweden and implemented by UNDP (lead), FAO, ILO, and UNIDO.