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The advent of the Internet has significantly changed consumption patterns and habits. Online grocery shopping is a way of purchasing food products using a web-based shopping service. The current COVID-19 pandemic is determining a rethinking of purchase choice elements and of consumers’ behavior. This work aims to investigate which characteristics can affect the decision of online food shopping during the pandemic emergency in Italy. In particular, the work aims to analyze the effects of a set of explanatory variables on the level of satisfaction for the food online shopping experience. For achieving this aim, the proportional odds version of the cumulative logit model is carried out. Data derive from an anonymous on-line questionnaire administrated during the first months of the pandemic and filled by 248 respondents. The results of this work highlight that people having familiarity with buying food online, that have a higher educational level and consider food online channels easy to use, appear more satisfied for the food online shopping experience. These findings can be crucial for the future green global challenges as online shopping may help to reach competitive advantages for company sustainability.

Over the last few years, many companies have integrated social media, and social networking sites in particular, into their communication and media plan, leading to a deep transformation of the organizational models and changing the companies׳ marketing dynamics. This study has dual aims: first, to recognize and validate the firm׳s social media (SM) efforts in its use of the Facebook platform; second, to examine the relationships among the firm׳s SM efforts and some firm and managerial characteristics. In order to achieve these research aims, data on 45 wineries were collected and analysed, using a model that considers three different dimensions of the firms׳ activity on the social platform. The results show that mainly small firms, in physical and economic terms, led by managers with a higher educational level, have become more involved in SM as shown by high values of intensity, richness, and responsiveness. On the contrary, large companies׳ social-media efforts have been more modest. The results of this study need to be interpreted within the context for which our research was designed. Findings have some theoretical and practical implications

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