Marcello Stanco

• PhD
• PhD at University of Sannio

The current study examines the impact of health claims on consumer preferences and willingness to pay (WTP) for functional snack bars, focusing on anti-inflammatory and antioxidant properties. Through an experimental auction involving 175 participants, this study investigates how providing clear information on product health benefits influences con...

Despite the growing attention paid by consumers and policy makers to health and sustainability issues, contribution analyzing consumers attitude towards both health related and sustainability attributes of foods are lacking. This study aims to investigate consumers’ preferences and willingness to pay for sustainable functional foods, in particular...

COVID-19 pandemic highlighted food systems’ fragility, especially concerning global trade. On the other hand, the pandemic underlined the resilient character of Short Food Supply Chains (SFSCs), as citizen-consumers continued to buy through such sales channels, in order to limit virus spread, and farms developed innovations and rapid strategic resp...

European policies, especially the ‘farm-to-fork strategy’, address the challenge posed by the ecological transition in agriculture setting up a new technological paradigm. In this context, collective smart innovations may play a crucial role, enabling to meet current citizen-consumers’ needs as well as producing positive environmental and social ex...

Contracts represent key governance mechanisms along the supply chain to pursue collective sustainable strategies in line with new citizen-consumers’ preferences for sustainable products. Adopting an embedded multiple case study approach, this paper explores and analyzes 11 cases of contractual relationships between Italian semolina and pasta produc...

Purpose Social Farming (SF) is an expression of agricultural diversification and multifunctionality, due to its ability to create positive externalities through the inclusion of vulnerable individuals. For this reason, products derived from SF are characterized by social quality attributes, which, however, are not often recognized by the market. Th...

This paper contributes to the theoretical debate in agri-food economics on sustainable innovations. Specifically, it aims to define an interpretative model of sustainable innovation processes conceived at the supply chain level, and the determinants promoting these processes. The paper also proposes a best practice of sustainable collective innovat...

This study explores consumers’ preferences for corporate social responsibility (CSR) initiatives implemented in the wine sector. Moreover, it investigates consumers’ perception and price premium for four wine certifications related to corporate social responsibility (i.e., SQNPI Sustainable Quality; V.I.V.A. Sustainable Wine; Organic, and Equalitas...

The current paper aims to explore consumers’ preferences for wine attributes related to tradition, sustainability, and innovation. A total of 419 regular wine consumers participated in an online survey that took place in Italy. Consumers’ preferences were assessed through a Best-Worst experiment with 11 wine attributes drawn from the literature. Th...

This paper contributes to the theoretical debate in agri-food economics focusing on corporate social responsibility. Specifically, it aims to define an interpretative model of the processes of social responsibility and value creation in the food industry. An empirical investigation was conducted using an analysis of case studies—representative of s...

Purpose The purpose of this paper is to investigate consumer’s acceptance toward product innovation in the agri-food sector, uncovering consumers’ characteristics able to encourage food innovation acceptance. Design/methodology/approach The analysis was carried out by administering a web-based structured questionnaire to a convenient sample of 4...

The current study investigates the willingness of Millennial consumers towards several corporate social responsibility initiatives carried out by food companies. More specifically, it explores four cause related marketing campaigns implemented by food companies to spread corporate social responsibility. The analysis was carried out in Italy by admi...

The socio-economic changes of the last decades, in a context of markets globalisation and renewed environmental and food safety problems, have produced new sensitivities of the aware and responsible citizen consumers. In this constantly evolving scenario, agribusiness enterprises, in order to maintain competitiveness in the world market, have field...