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).

EIT Food Accelerator Network

Once you have applied for FAN, you will go through a rigorous selection process where you will be judged by a series of experts including successful entrepreneurs, investors and experts from…Read More >

Games of Food

Escape games provide an opportunity to share educational messages in an enjoyable way. In such games, groups of 3 to 8 players are locked in a room while they search…Read More >

Increasing consumer trust and support for the food supply chain and for food companies

This consumer-focused project will work with consumers, food companies and other stakeholders (industry bodies, non-governmental organisations, regulatory authorities and policy makers, media) across 6 countries in Europe and Israel to…Read More >

Influencer marketing for EIT Food: the EIT Food Ambassadors Programme

Launching a new sustainable product doesn’t necessarily create new consumer eating habits. So, how do we encourage uptake of new products, technologies or ideas? In an era where celebrities and…Read More >

Developing a Digital Toolkit to Enhance the Communication of Scientific Health Claims

Consumers often neither understand nor trust health claims on food packages, and so are not able to use them to make informed personal nutrition choices. One reason for this is…Read More >

‘SEE & EAT’: Communicating the benefits of visual familiarity as a strategy for introducing healthy foods into children’s diets 2020

Children’s food preferences depend on food familiarity and liking, and research shows that visually familiarizing children with foods before they taste them (e.g. by looking at picture books) increases their…Read More >

Food and Nutrition: Truth behind the headlines

This free Massive Open Online Course (MOOC) will be developed and led by the University of Reading (UoR), working with researchers at the Technical University of Munich (TUM) and the…Read More >

Cook Clever: a gamified solution to tackle household food waste habits

Consumers have a growing awareness of food waste concerns yet lack the know-how and motivation to change food related behaviors that can make a real impact in reducing food waste,…Read More >

Trust in Our Food: Understanding Food Supply System

How much do you trust your food? Learn about food supply systems, safety, sustainability and nutrition and quality. This online course explore the challenges and responsibilities of different people in…Read More >

Building a business model to enhance consumer trust and influence decision making using a sustainability transparency labelling system

The proposal is centred on an EIT-Food Communications platform on sustainability and transparency, a communication system co-created with consumers with a central focus on increasing consumer trust in the food…Read More >