Brands' perspectives on consumption and consumers have strongly changed during the pandemic because, lately, they have … discourse delivered by retailers on the market to answer consumers' needs. There are two types of perspectives to be considered … May 16, 2020, plus another month afterward to observe the consequences of brands' attitudes towards consumers. …

We investigate the role of information strategy in shifting the purchasing preferences of “green” organic consumers … food, to conduct field experiment that involves consumers purchasing on the on-line shop of an Italian organic brand leader … its price premium. Conversely, the science-based message is effective only among consumers who prioritize environmental …