While food is an inherently risky activity, the status of food has changed in recent years. Faced with its own increasingly conflicting aspirations and growing food crises, modern mangers are developing a kind of schizophrenia that allows them to adapt to an increasingly changing environment. This book helps to define and understand the cognitive and behavioural mechanisms implemented by consumers facing food risk. In order to propose a model for the perception and reduction of food risk taking into account the act of purchase and consumption, the author uses three complementary conceptual fields: food field, perceived risk theory and transactional model of stress and coping.