Changing consumers' and producers habits and preferences in favor of more sustainable-oriented foods can be (socially and privately) complex and costly. New institutional economics explain these dynamics by analyzing the choice of the “most cost-economizing” governance structure to carry out a transaction where credence attributes are involved. Consumption habits and/or production techniques for credence foods are adopted (as any other investment decisions) when a governance structure can ensure the minimization of the (production and transaction) costs associated with this change. The way different institutional settings or governance structures can influence the change of consumers and producers perceptions and preferences for credence foods is completely neglected. On the other hand behavioral economics underlines the role of status quo bias and framing in this type of decision making process. We use new institutional and behavioural economics arguments to conceptualize the emerging of a new governance structure in the domain of credence food transactions which we defined as food community network (FCN) .