Alba D'Aniello is research fellow at Università degli Studi di Bari "Aldo Moro" (Italy) and professor on contract at Luiss Guido Carli University, where she teaches Marketing, Research Methodology for Marketing, and Retail and Services Experience. She got her PhD in Management in 2023. Since 2017 she collaborates with the X.ITE Research Center and she has been involved in various applied research project (e.g., Merck, Telepass, Chiesi Farmaceutici, Adepp, ASLA, Ernst&Young, Brystol-Myers Squibb, etc.). Her main research interest is transformative consumer behavior and sustainability in all its nuances, ranging from consumers’ evaluations of sustainable products and how specific product features, packaging attributes or production processes may hinder or enhance quality inferences, as well as innovative strategies to boost more responsible and healthier choices.