This chapter sheds light on the end of the value chain: the consumer and the distinct role of retail as the place where consumers make their purchasing decisions with a focus on food. For the establishment of a bioeconomy society, it is important not only to consider the supply side but also to focus on the demand side. Thus, understanding consumer behaviour is essential for the success of the bioeconomy. This chapter is subdivided into three subchapters: It begins with an introduction to the influencing factors of consumer behaviour and appropriate research approaches to analyse these factors, delves deeper in the second part into managing consumer behaviour in the bioeconomy, and in the final part, highlights the key role that food retail plays in consumers’ decision-making at the point of sale.