Type: Book

Consumers and food: Understanding and shaping consumer behaviour


Dr Marian Garcia Martinez is Professor of Marketing and Innovation and Dean of the Business School at the University of Kent, UK. Professor Garcia is also Director of Kent Business School Open Innovation Network and has worked with the UKRI ESRC-funded Enterprise Research Centre on innovation for small businesses. She is internationally known for her research on open innovation management and product development by businesses working collaboratively with customers. Her publications include a recent book on open innovation in the food industry.



Publication date:

24 October 2023

Length of book:

400 pages

ISBN-13: 9781801463546

Hardback - £150.00
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In recent years, consumers have become increasingly interested not just in price and quality but in where and how food is produced. However, these changes to consumer attitudes have highlighted a considerable gap between intention and actual purchasing behaviour, particularly where ethical and environmental issues are concerned.

Consumers and food: Understanding and shaping consumer behaviour reviews what we know about changing food purchasing behaviours so that farmers, food manufacturers, retailers and policymakers can better meet and influence customer needs and expectations. The book reviews existing models of customer behaviour such as dual process and neuroscience approaches.

The book also considers contemporary issues such as the growing use of mobile apps to buy food, regional and cultural influences on consumer purchasing behaviour, as well as how consumers assess attributes such as food origins and sustainability.

With its unique approach, the book provides an extensive insight into consumer behaviours and attitudes, enabling the key stakeholders in the agri-food supply chain to better understand consumers and help them make healthier and more sustainable purchasing decisions.

Key features

  • Provides a comprehensive overview of the contemporary issues which have influenced consumer behaviour, such as the impact of the COVID-19 pandemic, online marketing and purchasing, as well as the use of loyalty schemes 
  • Addresses the need to understand consumer attitudes to new technologies and sustainability issues in agricultural production, welfare issues in livestock production and fair trade products 
  • Considers the regional, cultural and generational factors which can influence consumer purchasing behaviour, including geographic location, gender and age

Table of contents

Part 1 Understanding consumer attitudes and patterns of behaviour

  • 1.Assessing dual process/duality models in understanding consumer behaviour: Yasemin Boztug, University of GÓ§ttingen, Germany;
  • 2.Assessing neuroscience approaches to understanding consumer behaviour: Gordon Foxall, Cardiff University, UK;
  • 3.Changing patterns of food purchasing behaviour in sub-Saharan Africa: John Kuada, Aalborg University, Denmark;
  • 4.The effects of age differences on food purchasing behaviour: Irene Kamenidou, International Hellenic University, Greece;
  • 5.Behavioral changes towards sustainable food consumption: Getachew Abate Kassa, Technical University of Munich, Denmark;

Part 2 Product attributes

  • 6.Understanding consumer attitudes to nutrition and health claims in food: Joe Bogue, University College Cork, Ireland;
  • 7.Trends in consumer preference for locally-sourced food products: Matthew Gorton, Newcastle University, UK;
  • 8.Understanding consumer perceptions of food safety/quality in making decisions to purchase food products: Anne Wilcock, University of Guelph, Canada;
  • 9.Understanding consumer attitudes towards organic agricultural produce: Tatiana Anisimova, Linnaeus University, Sweden;
  • 10.Understanding consumer attitudes to sustainability issues in agricultural and food production: Caroline Saunders, Lincoln University, New Zealand;