Food Choice and the Consumer fulfils two needs. First, it captures the inter-disciplinary aspects of food choice and advocates an appreciation for other perspectives on the subject in an attempt to discourage some of the disciplinary parochialism which surrounds this area. Second, it accom­ modates a range of different approaches to domestic food choice in a coherent way by encouraging the reader to see food choice as comprising a set of key tasks, such as shopping, preparing, cooking, etc. Further­ more, it illustrates the way in which the antecedents of choice vary according to which stage in the ’decision process’ the ’enigmatic’ con­ sumer finds him or herself. Food Choice and the Consumer is written for a wide audience including: academics and students interested in food related topics; policy makers, nutritionists and health educators striving to improve the nation’s diet; food manufacturers and retailers keen to gain an insight into some of the underlying motivations, concerns and constraints on consumers’ food choice. This is not about specific brands, but about consumers and the many factors that influence their choice. Rather than an ABC of food choice, this book aims to stimulate interest while offering the commercial sector, suffering from increasing competition and brand myopia, a fresh perspective on consumer food choice. I hope that this book will con­ tribute to the ongoing debate on food choice and bring us a little closer to understanding how and why consumers choose food.

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