TY  - JOUR
AB  - Purpose The paper investigates the role of social networks in the millennials’ decision-making process of illegal and unnotified food supplements purchase. The connections and interactions that (co) produce information are studied with a holistic perspective of social sustainability as a development driver of business model innovation.Design/methodology/approach An exploratory qualitative multiple analysis study was conducted in two consecutive phases. Data from 23 semi-structured individual interviews were collected, followed by a netnographic analysis of the Facebook virtual community.Findings The results show that the decision-making process does not develop following the traditional sequence, as social networks modify the wellness meaning creation process and reduce risk perception. Moreover, social networks introduce the use of similar experiences of others and online information and emotional support on unethical and unhealthy behavior.Research limitations/implications Due to the application to a social network, the results should be understood within this context. Future studies would benefit by expanding the target and the range of social networks explored.Practical implications The official information quality control, as a prerogative of public and professional health stakeholders, and the medialization of medicalization, contribute to the conscious development of their wellness meanings and values.Originality/value This work represents one of the first attempts to investigate resources integration through social networks in the pre-purchase decision-making process of unnotified and illegal food supplements. Unethical and unhealthy behavior develops through the interaction of actors, firms, influencers and individuals over social networks.
VL  - 122
IS  - 5
SN  - 0007-070X
DO  - 10.1108/BFJ-09-2019-0663
UR  - https://doi.org/10.1108/BFJ-09-2019-0663
AU  - Sfodera Fabiola
AU  - Mattiacci Alberto
AU  - Nosi Costanza
AU  - Mingo Isabella
PY  - 2020
Y1  - 2020/01/01
TI  - Social networks feed the food supplements shadow market
T2  - British Food Journal
PB  - Emerald Publishing Limited
SP  - 1531
EP  - 1548
Y2  - 2024/04/20
ER  -