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The emerging disintegrative processes of transitional economies are influencing companies’ business models in terms of consumer behaviour, especially food markets, which offer usual, common and traditional consumer products. Beyond investigating potential consumer misbehaviour, a further aim of this study is the building of a theoretical-descriptive model for consumer misbehaviour in food markets, which could influence the contextual complexity in business relationships, as well as the management of raw materials, services acquisition and final product sales. The research applies the “input-output” model (Ferrero, 1968) to some specific marketing theories, adopting an interdisciplinary approach for understanding the relationships between consumer behaviour and a company’s business model.

The research is both qualitative and quantitative in nature. In the first phase, the research was conducted among representatives of grocery stores using an exploratory approach; thus, an in-depth interview method was used. In the second phase, direct research among consumers was conducted using an online survey. After the verification of correctness, validity and reliability, a final 1,200-questionnaire dataset was analysed

The most common consumer misbehaviour in food markets concerns the theft of foodstuff or the adoption of bad behaviour towards grocery stores employees. Market and store representatives have highlighted a large scale of pathological consumer misbehaviour, mostly due to psychological conditions at the individual (habits, lifestyle or personality) and collective (family or other social groups) levels. According to previous studies, consumer misbehaviour in food markets seems to be substantially affected by three factors: motivation, capacity and opportunity. These factors strongly impact the input-output model through which the company interacts with the context.

The three-factor model reveals advantages and applications, allowing for a simple explanation of consumer misbehaviour in food markets and stores. It can contribute to scientific theory development (especially theories related to consumer behaviour, customer relationship management, partnership marketing and supply chain management) and generate support for understanding complex relations among consumers, food producers, factories and food stores. In this direction, the management of knowledge about consumers and their behaviour is indispensable.