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Goal: The paper sought to describe factors contributing to the changes in consumers' habits of processed bread since there was a tendency in the search for a whole grain meal and relating these factors with Supply Chain Management. Design / Methodology / Approach: Aiming to achieve the study objective, and a survey with whole bread consumers were done, with 155 consumers of processed bread through a questionnaire sent by google forms using a snowball sample. A factor analysis was applied, with the model’ quality measured by the KMO test, which reached a value of 0.888, which is considered very good. Results: The solution presented a six-factor solution, which was kept after Cronbach's Alpha analysis. The six factors are product availability, nutritional quality, product development, information search, purchase decision based on product development, and willingness to pay. Limitations of the investigation: The study applied exploratory factor analysis to obtain the results and, therefore, is one of the paper limitations mainly because the correlations among the factors were not studied, which can be done by future researchers. Practical implications: The model proposed by this study will guide companies and researchers to understand what can be done to improve consumer acceptance, how they can improve the production chain, aiming to develops products more suited to the customer's needs. Originality / Value: The originality of the research is because it analyzes the consumer behavior of processed food, to capture the changes that are taking place in the market, to use the supply chain, allowing manufacturers to meet demands faster, through the use of innovations created by a supply chain integration.

Consumer behavior of bread and its influence on Supply Chain Management an innovative approach