Children’s pester power, packaging and unhealthy food preference
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Universidade Federal de Minas Gerais
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Artigo de periódico
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Membros da banca
Resumo
Abstract
Purpose – This study aims to understand the extent to which packaging influences Brazilian parents’
purchasing willingness based on children’s food preferences for unhealthy food products.
Design/methodology/approach – Parents, with children up to 12 years old, answered questions about
the positive influence of the packaging on the children, the preferences of the children in their willingness
to buy and the propensity to give in to the desires of the children. Data analysis was performed with the
statistical software SPSS and Stata used for structural equations modeling.
Findings – The results back the outlined hypotheses and point out that the characteristics of the packaging
positively influence children’s preferences as well as parents’ who are prone to give in to such influences. In
some relationships, there was a minute moderating effect of social desirability and social class.
Research limitations/implications – The research presents as a limitation the nature of the sample,
parents, to the extent that the influences of the packages on the children were analyzed from their
perspectives.
Practical implications – Findings from the research can be used to think about preventive public
policies to protect children as highly vulnerable subjects. Another practical implication is that the same
marketing strategies that are used for unhealthy foods can also be used for healthy foods, improving their
linkage to the children once there are evidences that packaging can positively influence their
preferences.
Originality/value – The originality of this study is to focus on children’s food preferences for unhealthy
products and in parents with children up to 12 years old, which is not often investigated by researchers.
Abstract
Assunto
Preferências alimentares em crianças, Comportamento do consumidor
Palavras-chave
Packaging, Children’s food preferences, Parents’ purchasing willingness
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Curso
Endereço externo
http://https://www.emerald.com/insight/content/doi/10.1108/YC-03-2019-0973/full/html