Reducing Information Asymmetry in the agri-food sector: towards a VSA Information Variety multi-sensory marketing approach

This study aims to delve more deeply into the still open issue of producer-consumer information asymmetry on agri-food products by exploring the contribution of the Information Variety Model (IVM) (Barile, 2011; 2024) developed within the Viable Systems Approach (VSA) research stream that applies systems thinking to management (Barile et al., 2012; Barile, 2024; Golinelli, 2010). More specifically, the purpose is to identify a novel approach capable of reducing the information asymmetry between agri- food producer and consumers by making consumers more aware of and more capable of recognizing the full potential value of agri-food products on a multi-dimensional basis.