1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 Department of Management, Aarhus BSS, Aarhus University4 Department of Management, Aarhus BSS, Aarhus University
Children today are gaining an increasing level of influence in family decision-making during food buying, and they assist their parents in carrying out various tasks during food buying. However, involving several active participants in decision-making is not always a walk in the park. The purpose of this paper is to broaden up the understanding of barriers experienced in the interaction between parents and children during family food buying. Assumptions are explored in a qualitative empirical study of 12 Danish tweens and their parents combining participant observation with semi-structured interviews. The primary findings are that the families experience various barriers during their food buying in supermarkets complicating healthy food choices and making food shopping time consuming in a busy everyday schedule. Implications are that families should work as a team instead of individuals by helping each other to make healthy food choices; and that food marketing should further develop points-of-purchase and food packaging initiatives in order to lower the barriers experienced among families with children.
MAPP; Family food buying; Children's active participation; Barriers in the supermarket; Healthy food choices; Children as part of a team