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Dr Anna Macready

 Dr Anna Macready portrait
  • Programme Advisor: MSc Consumer Behaviour & BSc Consumer Behaviour & Marketing
  • Teaching Forum Leader: Agri-Food Economics & Marketing
  • Module convenor: Independent Research Project (Dissertation), Human Motivation, and Nudge & Behaviour Change
  • Module contributor, Research and Professional Skills in Business and Marketing
  • Supervision, mentoring and tutoring of undergraduate and postgraduate students
  • Tutor, Chartered Institute of Marketing Accredited Degree

Areas of interest

  • Behaviour change and its techniques
  • Food, nutrition and health
  • Agri-food, sustainability and food waste
  • Consumer trust
  • Effects of nutrients on human cognition and health

Research centres and groups

  • Department of Agri-Food Economics & Marketing
  • Institute for Food, Nutrition and Health (IFNH)
  • British Psychological Society
  • Nutrition Society
  • Association for Nutrition: Registered Nutritionist (Public Health)

Research projects

  • UKRI: AgriFood4NetZero Network+ (AFN+) – Champion for Individual and Institutional Behaviour Change (Supply Chain and Demand) in the Agri-Food sector
  • UKRI: Raising the Pulse – Systems analysis of the environmental, nutritional and health benefits of pulse-enhanced foods
  • Horizon 2.6: Bringing knowledge and consensus to prevent and reduce FOod LOss at the primary production stage: Understanding, measuring, training and adopting (FOLOU)
  • EIT Food: Consumer Observatory – Infrastructure umbrella programme combining consumer insights within a cross-functional initiative to curate and maximise consumer knowledge impact
  • EIT Food: Consumer TrustTracker® - A large-scale pan-European survey on consumer trust in the food system in 18 European countries
  • EIT Food: Mission Programmes Co-Design - Mission Area 1: Healthier lives through Food
  • EIT Food: Don't be a Food Waster - Social awareness campaign insights on household food waste in Belgium, Germany and UK
  • EU: Food4Me - Challenges and opportunities for online delivery of personalised nutrition dietary advice to bring about healthy positive lifestyle behaviour change
  • FSA: The Flavonoids University of Reading Study (FLAVURS) - Cognitive, mood and cardiovascular health outcomes of fruit and vegetable consumption

Professional bodies/affiliations



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