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.
