Behaviour & Consumer Trust
A major strand of work at the University of Reading focuses on understanding and influencing food related behaviours. This ranges across the food supply chain from research on individual food choice in adults and children, to the behaviour of businesses and food manufacturers, and the decisions made by farmers.
Our work has two key elements: understanding attitudes towards food, with a particular strength in considering the factors that influence consumers’ trust in the food supply chain and their beliefs around different types of food (e.g. sustainable foods, healthy food); and understanding food choice, with specific focus on the challenges facing consumers (e.g. food poverty; food fussiness in children).