Well-being of the territorial systems with rural vocation can be compromised by climate change, but they also can influence, both positively than negatively, the factors that determine climate change. Starting from this dichotomous vision of the relationship between climate change and rural development, this study focuses on the role that Internet and the web mar-keting strategies can develop in the mitigation and in the adaptation to climate change trough the spread of information on virtuous behaviour by individuals and firms. In such optics, the study provides a survey to evaluate the propensity of firms to use the web in order to promote responsible behaviour among the users of websites (suggesting virtuous behaviours) or to valorize their commitment in the fight against climate change.