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.
John Kuada is Emeritus Professor of International Management at Aalborg University Business School, Denmark. He is author and/or editor of some 20 books on management and internationalization of firms. He has also written over 100 articles in refereed scholarly and professional journals on a wide range of international business issues including entrepreneurship, international marketing, intercultural management, leadership and strategy. He serves on the editorial review boards of a number of marketing/management journals focusing on business and management in Africa and Asia. He is the founding editor of the African Journal of Economic and Business Research and the African Journal of Economic and Management Studies.
Joe Bogue is a Professor at Cork University Business School. His research interests include: market-oriented NPD, strategic food marketing, knowledge management and NPD and entrepreneurship. He received his BSc in Science (1985), MSc in Food Science and Technology (1992) and MA in Teaching and Learning in Higher Education (2007) from UCC. He graduated from The University of Newcastle-upon-Tyne, United Kingdom with a PhD in 2002. He conducts research in entrepreneurship and organises a number of UCC student-centred entrepreneurship business challenges.
