Abstract
Decisions about what food to buy, eat and serve for one’s family and friends are complex and influenced by many factors other than sensory quality. It is widely agreed that while taste and other sensory qualities are very important, they only partially account for consumers’ food related behaviours. This paper considers the role of several other factors: convenience, price, production technology, personal health, branding, and societal issues. As opposed to an in-depth review of each of the selected factors, the complex nature of food choice and behaviour and the influence that non-sensory factors can exert are considered. A methodology for researching these complex topics emerges from the examples presented. It builds on three premises: (i) multi-method and interdisciplinary approaches are needed to research peoples’ relationships with food; (ii) using tools and techniques that are tailored to food-related research; and (iii) not taking account of context threatens the validity of food-related research.
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