What and how we eat has big implications for our health, our society and the environment. Therefore, it is crucial that we understand what people eat, the reasons why people eat the way they do, and how we can best change food consumer practices. Food is the biggest business in the world, but until recently the emphasis has been on food science and technology (the food product) and not on the food consumer. But there has been a lot of progress in the past 10-20 years on consumer research for foods. There is currently no reference that pulls together these developments. Comprehensive Food and Consumer Behavior 1e will emphasize methods for studying consumer responses to foods. The book will also emphasize cross-cultural approaches to studying consumer food behavior, with the goal of extending the field to all parts of the globe, including Asia and Africa.

• Provides a comprehensive introduction to consumer behavior research and its role and relation to the food market. Currently there is no book like this
• Includes articles written by academics and practitioners from various fields and regions
• Provides an ideal resource for students, researchers and professionals who need to find relevant information quickly and easily across the globe
• Emphasizes different methods for conducting consumer research related to foods
• Includes a global, cross-cultural approach to study consumer behavior toward foods
• MRW template used throughout to ensure content consistency