The chapter is set within the context of contemporary cultures of consumption and the global sustainable consumption agenda. It begins with an overview of the modern food supply chain, with particular focus on the household as end user. Theories and current issues in consumer behavior and behavioral change are examined and provide a platform for the ultimate purpose of this chapter, namely an exploration of consumers’ roles as instigators and adopters of change in the area of food waste. This includes both household food waste and waste embedded through the food supply chain. The chapter investigates acceptance of new products and processes and establishes the role of product development as accurately capturing and translating consumer requirements. Examples representing various levels of novelty are given and include entirely novel foods, food waste isolates as ingredients for added-value compounded foods, and behavioral innovations such as greater inclusion of less-valued food species into individual diets
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