Agro-food marketing and consumer behavior

afmcb.pngAbout us

The research group Agro-food Marketing and Consumer Behaviour integrates expertise in the scientific disciplines of economics, sociology, agro-food marketing, consumer behaviour, market and marketing research, risk perception, communication, health promotion, and health education. This expertise has been demonstrated in recent high-quality studies on consumer behaviour towards functional foods, nutrition and health claims, nutrition labelling, sustainability and on the role of health-related information on food choice and dietary behaviour.

This group has extensive expertise in performing cross-cultural consumer studies and has been a key partner with research and management responsibilities in over 15 EU-funded research projects (FP6, FP7, H2020). This includes involvement in the EU-FP6 Integrated Projects SEAFOODplus, TRUEFOOD, QPORKCHAINS and PROSAFEBEEF, the EU-FP7 Collaborative Projects EATWELL, FOODRISC, ACROPOLIS, SOLID, CLYMBOL, ECsafeSEAFOOD, PHYTOME and FOODINTEGRITY and the EU-H2020 project PROMISS and SEAFOODTOMORROW.

Research focus

  • Food consumer science
  • Consumer and stakeholder acceptance of technological innovations in the agro-food chain
  • Trends and changes in food and dietary choice
  • Impact of ethical and sustainability concerns of citizens and consumers


  • Economics
  • Consumer Behaviour and Marketing of Bio-industrial products
  • Food Marketing and Consumer Behaviour
  • Advanced Marketing and Agribusiness Management
  • Food and Nutrition Policies
  • General Economics

Research projects


Staff list


Prof. Wim Verbeke
Department of Agricultural Economics
Ghent University
Office: A1.089, Blok A
Coupure links 653
9000 Ghent