Consumers and Food: Understanding and Shaping Consumer Behaviour

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 regional and cultural influences on consumer purchasing behaviour, as well as how consumers assess attributes such as food origins and sustainability.

Dr Marian Garcia Martinez is Professor of Marketing and Innovation and Dean of the Business School at the University of Kent, UK. She is internationally known for her research on open innovation management and product development by businesses working collaboratively with customers. Professor Garcia Martinez is also Director of Kent Business School Open Innovation Network and has worked with businesses and public sector on customer-driven business model innovation. Her publications include a recent book on open innovation in the food and beverage industry, which has become the key reference for innovation scholars and practitioners in the Food Industry.