Any transition towards a more environmentally sustainable world will strongly depend on people’swillingness to adopt the best available practices. We present here the Consumption Italy (CITA) model, anempirically grounded agent-based model designed to represent household consumption in Italy and toestimate the related greenhouse gas emissions under different environmental policy scenarios. Weexplored the effect of a price increase for high impact goods and services (e.g., because of the intro-duction carbon taxes) and of a change of agents’ environmental concern (e.g., because of informationcampaigns). We found that both kind of actions can orient people consumption in the desired direction.However, their target and intensity should be carefully calibrated to produce significant effects at anacceptable cost.