1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
The Total Food Quality Model is used as a framework for highlighting a number of issues of current concern in understanding consumer food choice, and where promising avenues for research are seen. Consumer food choice is seen as a process where consumers form expectations about product quality before or during purchase, and then have a quality experience after the purchase. However, an increasing role of credence characteristics in food choice assigns communication a stronger role in understanding food choice, and consumer concern for food production technologies gives prior attitudes a stronger role. In addition, everyday routines in information processing and decision-making may change under situations of crisis.