Social standing and quality labels – what influences parental decision-making? (original) (raw)

Young Consumers, 2014

Abstract

Purpose – Altering eating habits are leading to an increase in child obesity rates, especially in lower social class. One possible prevention activity is the implementation of a quality label for children's food. Therefore, this paper seeks to investigate parents' food choice criteria in light of social standing to deduce the possible impact of such a quality label. Design/methodology/approach – A total of 15 qualitative interviews were conducted with parents of different social class. Topics discussed were general diets, grocery shopping behaviour and attitudes towards food quality labels. Findings – Results indicate that parents have similar choice criteria independent of their social class, e.g. quality, price, brand and children's preferences. Nutrition panels and quality labels are not of highest importance. Nonetheless, a need for information exists and their involvement in child nutrition seems to determine the possible impact of quality labels. Research limitatio...

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