“…The reasons for its success are related to authenticity, taste experience, avoiding the mainstream (G omez-Corona et al, 2016a(G omez-Corona et al, , 2016b, the preference for quality natural products (Malone and Lusk, 2017a;Santisi and Sciacca, 2018), the need for seeking knowledge (Koch and Sauerbronn, 2019), curiosity, and the consumption context (Regis et al, 2017). CB firms also opt for alternative communication channels, above all low-cost ones (Hede and Watne, 2013;Mac an Bhaird et al, 2019;Rice, 2016), directed to a target with great potential, formed of younger consumers with higher education and greater purchasing power (Carvalho et al, 2018;Murray and O'Neill, 2012).…”