Abstract Antibiotic resistance (AMR) is a growing global threat to human and animal health (Canica et al., 2019; Founou et al., 2016). Overuse of antibiotics in animal and fruit and vegetable husbandry contributes to antibiotic-resistant bacteria, leading to untreatable infections in humans (Chanvatik et al. 2019; Taylor and Reeder, 2020). Public health initiatives often focus on medicine and healthcare, but efforts across various sectors, including food and consumption, are also essential to create preventive measures and control the spread among humans and animals. However, motivating consumers to consider AMR and its future health risks is challenging, and consumers' knowledge of AMR is limited. For example, not many consumers know that antibiotics registered for human use are being applied to control citrus greening diseases. In the global south and some parts of America, there are citrus farmers that inject antibiotics into the tree trunks approximately three to four times a year (McKennaet al, 2019; Chanvatik.et al. 2019; Rattanapunya et al 2021). Also, not many consumers know that the WHO considers AMR one of this century's most serious global public health threats. Who cares? We should, and this project will develop effective communication and education on why. Effective, pedagogical education is crucial for consumers to apply AMR knowledge daily and make sustainable food choices. However, new approaches are needed to help consumers understand the impact of their food purchasing behaviour on AMR and overall health risks. In this project, knowledge content regarding AMR will be implemented through game-based learning to increase consumers' knowledge of how we can prevent AMR spread by choosing products with less or no connection to AMR. Educating consumers about AMR through game-based learning can promote informed food choices and sustainable behaviour, reducing the spread of AMR. Purpose: This project aims to investigate consumers' purchasing habits and knowledge of AMR and develop educational models to increase their action awareness and promote long-term public health. The project will: 1. Map consumers' purchasing habits in relation to AMR. 2. Investigate consumers' AMR knowledge. 3. Examine how AMR information is currently presented and preferred by consumers. 4. Use game-based learning to deepen consumers' knowledge and action-awareness regarding AMR. Research Questions: 1. How do consumers' food purchasing habits relate to AMR? 2. What AMR knowledge do consumers have about their food purchases? 3. How have consumers learned about AMR? 4. How would they prefer to learn about AMR in a food context? 5. What supportive environments do consumers want to learn about AMR? 6. How can game-based learning enhance awareness and encourage AMR-smart food purchasing?