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.