Reducing information asymmetry on agrifood products through multi-sensory marketing: a systems’ thinking-based S-D logic contribution

Food is a global concern encompassing critical environmental, social, and economic issues that require shared transformation pathways toward sustainability (Hubeau et al., 2017). Despite progress in making agri-food supply chains more sustainable, and consumers more responsible and better informed (Jahn et al., 2005; Alessandrini et al., 2024), the conventional efficiency-driven approach to food production and selling, which has distanced consumers from producers leading to information asymmetry in the value chain (Minarelli et al., 2016), still affects consumers' choices (Van Parys, 2024). The purpose of this study is to discuss the persistent information asymmetry problem in the agri-food sector in the light of a systems thinking-based Service-Dominant logic (Vargo and Lusch, 2004; Barile and Polese, 2009) to promote value co-creation and well-informed responsible consumption.