Ethical Consumption and New Business Models in the Food.pdfVIP

J Bus Ethics (2013) 114:473–488 DOI 10.1007/s10551-012-1343-1 Ethical Consumption and New Business Models in the Food Industry. Evidence from the Eataly Case Roberta Sebastiani • Francesca Montagnini • Daniele Dalli Received: 26 October 2011 / Accepted: 3 May 2012 / Published online: 8 June 2012 Springer Science+Business Media B.V. 2012 Abstract Individual and collective ethical stances between attitudes and actual behaviours. Extensive quali- regarding ethical consumption and related outcomes are tative data were collected and analysed over a 3-year usually seen as both a form of concern about extant market period. The main study implications refer to the ways in offerings and as opportunities to develop new offerings. In which companies and social movements could interact to this sense, demand and supply are traditionally portrayed as co-design new business models, as well as outlining con- interacting dialectically on the basis of extant business sumers’ attitudes and behaviours towards such new models. In general, this perspective implicitly assumes the offerings. juxtaposition of demand side ethical stances and supply side corporate initiatives. The Eataly story describes, Keywords Attitude–behaviour gap Case study however, a different approach to market transformation; in Ethical consumption Participative business model this case a company and a social movement (Slow Food) Slow Food Social movements have negotiated and collaborated prior to initiating a new business model. This collaboration process and its out- comes are described, focusing specifically on ordinary Introduction Eataly customers’ and Slow Food members’ reactions. Given that Eataly ca