“…Several studies investigating on carried needs ( (Maslow, 1943), (Max-Neef, Elizalde, & Hopenhayn, 1993), (Jackson & Marks, 1999), emotions (Hochschild, 1983), (Flam, 2006), (Bericat, 2012), (Poma & Gravante, 2016), (D'Oliveira-Martin, 2018) and the user-product connection (Desmet & Hekkert, 2007), (Mugge, Schoormans, & Schifferstein, 2007), (Vezzoli users Rivera-Pedroza (2017) pointed out about, if it is possible to highlight needs, values and emotional aspects of users/consumers, which are not fully identified, and which can be drivers of action and at the same time of the logic related to sustainability from an immaterial context. Based on the above, the research aims, from a systemic approach, to identify and assess the relation between sustainability and emotional aspects, needs, values and desires that products and services can generate in users/consumers, as conscious drivers for collective actions focused on transforming the current reality in favour of sustainability (p. 286).…”