Cork University Business School, Ireland Mary McCarthy (BSc, MBA, PhD) is a Professor of Marketing, and is a PI in the HRB Centre for Health & Diet Research. Mary’s research interests lie in the field of consumer food behaviour. She explores the social, cognitive and economic factors that influence consumer decision processes and behaviours. Claire O’Neill (PhD) is a Lecturer in Marketing. Claire’s research interest is in the area of sustainable consumption, the ways in which sustainable practices in the home in terms of waste, energy, water and transport occur, and how we can promote more sustainable consumption amongst mainstream consumers. Shadi Hashem (PhD) is a postdoctoral researcher in Cork University Business School, University College Cork (UCC). His interest in research is in the area of sustainable agri-food systems and the ways the concepts of sustainability are promoted at the production, retail and consumption levels.