L'anticonsumo nel settore alimentare: come i consumatori plasmano il mercato

The paper deals with the role of consumers in the process of market transformation, both theoretically and empirically. Two case studies have been selected (Eataly and GAS Roccafranca, Turin) that will be employed in order to describe how the supply side of the market answers to the new and increasing consumers’ expectations in terms of sustainability and authenticity of goods and services within the food sector. Eataly can be considered an example of a traditional business model (large specialized stores chain) that has been reconsidered in order to fulfill new needs, while the GAS can be seen as a relatively new channel which is confronting and challenging traditional distribution systems. Implications of the study for theory building and management will be discussed.