A sheet feeding and separting device incorporated in image forming equipment for feeding sheets one by one from a sheet stack while preventing two or more sheets from being fed together as far as possible and, when a plurality of sheets are accidentally fed together, surely separating one of them from the others. A pick-up member is implemented as an endless dielectric belt. An AC power source forms a charge pattern on the belt via an electrode. As a result, the belt retains a sheet by attraction and transports it due to the Maxwell stress generated in the sheet. When a plurality of sheets are fed together, an arresting member which faces the belt separates one of them from the others. Alternatively, a charge pattern may be formed on the surface of the arresting member.