Italian Furniture Sector SMEs: Sustainability and Commercial Ethics

Italian furniture supply chain is characterized by small and medium-sized companies operating in industrial districts. It has passed from a craft to industrial production. Globalization has imposed changes to marketing of furniture, for the advent of large-scale retail trade and e-commerce: product quality and prices are different than in the past. There are also numerous problems in the choice of raw materials and packaging, and in waste disposal, for ecological needs. Today, relations with customers must be inspired by ethical and eco marketing principles. Environmental and/or social labels and brands are also spreading, but they are not very present in Italian company. The chapter derives from international literature and from many years of experience of the authors, as well as from qualitative and empirical investigations.