Mikkelsen, Miguel Romero3; Nørgaard, Maria Kümpel5
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 The National Institute of Public Health4 Department of Management, Aarhus BSS, Aarhus University5 Department of Management, Aarhus BSS, Aarhus University
This study investigates children's participation and influence in the family decision process during food buying and consumption. Danish 10 to 13-year-old children and their parents participated in the study. First, an ethnographic field study was carried out with 20 families. The field worker visited children at school and families at home during food buying, cooking and eating. Secondly, a survey was carried out with 451 families. The primary findings are that children participate and gain influence on several decision stages and areas during family food buying and that family everyday routines are an explaining factor of children's influence on family food decisions. When families buy and consume food, parents are not the only participants and decision-makers. Children and parents not always agree. Implications are that research should include parents as well as children; and that food marketing should not only be directed at parents but also at children.
Ikke Angivet, 2006
MAPP; Familier; Fødevareindkøb og -forbrug; Børns indflydelse; Hverdagsrutiner; Families; Food buying and consumption; Children's influence; Everyday routines
Main Research Area:
Child and Teen Consumption 2006: 2nd International Conference on Pluridisciplinary Perspectives on Child and Teen Consumption