Dr Ada Maria Barone

Staff details

Position Senior Lecturer in Marketing, Programme Co-Director, BSc Management with Pathways; BSc Business Management
Email A.Barone (@gold.ac.uk)
Phone +44 (0)20 8228 5352
Dr Ada Maria Barone

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; Stagno, Emanuela and Donato, Carmela. 2023. Call it robot: anthropomorphic framing and failure of self-service technologies. Journal of Services Marketing, 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

Banovic, Marija; Barone, Ada Maria; Asioli, Daniele and Grasso, Simona. 2022. Enabling sustainable plant-forward transition: European consumer attitudes and intention to buy hybrid products. Food Quality and Preference, 96, 104440. ISSN 0950-3293

Barone, Ada Maria and Aschemann-Witzel, Jessica. 2022. Food handling practices and expiration dates: Consumers’ perception of smart labels. Food Control, 133(Part B), 108615. ISSN 0956-7135

Banovic, Marija and Barone, Ada Maria. 2021. The hybrid enigma: The importance of self-construal for the effectiveness of communication messages promoting sustainable behaviour. Food Quality and Preference, 94, 104334. ISSN 0950-3293

Barone, Ada Maria; Donato, Carmela and Romani, Simona. 2021. Physically processing imperfect produce: The impact of prototypicality. Journal of Consumer Behaviour, 20(6), pp. 1547-1561. ISSN 1472-0817

Donato, Carmela; Barone, Ada Maria and Romani, Simona. 2021. The satiating power of sustainability: the effect of package sustainability on perceived satiation of healthy food. British Food Journal, 123(13), pp. 162-177. ISSN 0007-070X

Barone, Ada Maria; Banovic, Marija; Asioli, Daniele; Wallace, Erin; Ruiz-Capillas, Claudia and Grasso, Simona. 2021. The usual suspect: How to co-create healthier meat products. Food Research International, 143, 110304. ISSN 0963-9969

Barone, Ada Maria; Grappi, Silvia and Romani, Simona. 2019. "The road to food waste is paved with good intentions": When consumers' goals inhibit the minimization of household food waste. Resources, Conservation and Recycling, 149, pp. 97-105. ISSN 0921-3449

Romani, Simona; Grappi, Silvia; Bagozzi, Richard P. and Barone, Ada Maria. 2018. Domestic food practices: A study of food management behaviors and the role of food preparation planning in reducing waste. Appetite, 121, pp. 215-227. ISSN 0195-6663

Further profile content