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.

The internationalisation of food retailing and manufacturing that has swept through the agri-food system in industrialised countries is now moving into middle- and low-income countries with large rural populations, causing significant institutional changes that affect small producer agriculture and the livelihoods of rural communities the world over. Farmers and policy-makers are struggling to keep up with the wave of new demands being made on their supply chains by food manufacturers and retailers. In the process, new questions and challenges are arising: Can small-scale farmers organise to meet the demands of corporate giants? Should governments liberalise Foreign Direct Investment in the retail sector and expose numerous small shops to competition from multinationals? Can distribution systems be adapted to make markets work better for the poor? This book offers a contemporary look at what happens when the modernisation of food supply chains comes face to face with the livelihoods of rural and poor people. The authors are drawn from eighteen countries participating in the 'Regoverning Markets' programme, which aims to not only improve our understanding of the way modernisation and re-structuring of food supply chains is affecting food production and distribution systems, but also identify best-practice in involving small-scale producers in supermarket supply chains, and ascertain the barriers to inclusion which need to be removed. The book is aimed primarily at academics but will also appeal to practitioners in developing countries, civil servants, policy-makers and NGOs.