Dr Ada Maria Barone

Staff details

Dr Ada Maria Barone


Senior Lecturer in Marketing, Programme Co-Director, BSc Management with Pathways; BSc Business Management


Institute of Management Studies


A.Barone (@gold.ac.uk)

Ada Maria’s research focuses on the psychological mechanisms underlying consumers’ sustainable choices and behaviour

Ada Maria is a Lecturer in Marketing at the Institute of Management Studies. Prior to joining Goldsmiths, she was a postdoctoral researcher at the Department of Management at Aarhus University, Denmark. During her graduate studies she was also a visiting scholar at Ross School of Business, University of Michigan, USA, and at Aarhus University. She obtained her PhD in Management from LUISS University in Rome, Italy.

Ada Maria’s research lies at the intersection of marketing, sustainability, and consumer psychology. She is especially interested in the understanding of the psychological mechanisms underlying consumers’ disposal decisions, with a focus on the drivers of consumer-generated food waste and recycling behaviours. She also conducts research on consumers’ perception and acceptance of food products (e.g., imperfect products, novel foods).

Research interests

  • Sustainable consumption and behaviours
  • Decision-making and emotions
  • Food consumption
  • Product aesthetics
  • Quantitative methods

Publications and research outputs


Barone, Ada Maria and Stagno, Emanuela. 2023. Artificial Intelligence along the Customer Journey A Customer Experience Perspective. Cham, Switzerland: Palgrave Macmillan. ISBN 9783031487910

Book Section

Barone, Ada Maria and Donato, Carmela. 2023. Effective communication of plant- based foods: a case study analysis of Danish and Italian markets. In: Giovanna Bertella and Cristina Santini, eds. Plant-Based Food Consumption: Products, Consumers and Strategies. Elsevier. ISBN 9780323988285


Barone, Ada Maria; Grappi, Silvia and Romani, Simona. 2024. Investigating environmentally sustainable consumption: A diary study of home-based consumption behaviors. Business Strategy and the Environment, ISSN 0964-4733

Barone, Ada Maria; Stagno, Emanuela and Donato, Carmela. 2024. Call it robot: anthropomorphic framing and failure of self-service technologies. Journal of Services Marketing, 38(3), pp. 272-287. ISSN 0887-6045

Asioli, Daniele; Banovic, Marija; Barone, Ada Maria; Grasso, Simona and Nayga Jr., Rodolfo M.. 2023. European consumers' valuation for hybrid meat: Does information matter? Applied Economic Perspectives and Policy, 45(1), pp. 44-62. ISSN 2040-5790