Peer influence on adolescent snacking

Abstract

Purpose

The purpose of this paper is to explore peer influence and the social and symbolic meaning that adolescents (10 to 16 years) attach to snacks; to investigate the relative influence of peer influence compared to personal factors in explaining perceived importance of snack attributes; and to investigate age and gender differences in the peer influence process.

Design/methodology/approach

A web‐based survey distributed via e‐mail was combined with follow‐up focus groups including adolescents aged 10 to 16 years in Denmark.

Findings

The survey results show that the youngest adolescents and the girls perceived the highest influence from peers, and that peer social influence has more effect on what adolescents perceive as important snack attributes as compared to more personal factors. The focus group results show that adolescents purchase and consume snacks that support their self‐image when socializing with other peers.

Research limitations/implications

Future research should measure other aspects of peer influence and related social aspects regarding consumption settings.

Practical implications

The results in this paper may be useful to marketers developing social marketing campaigns aiming at reducing bullying among adolescents or promoting healthy snacking.

Social implications

Moreover, the results may help generate societal emphasis on the importance of social and self‐image aspects in consumption settings when it comes to adolescent snacking behaviour, healthy food choices and social development.

Originality/value

The originality lies in the emphasis on social and self‐image aspects.

Citation

Kümpel Nørgaard, M., Nørgaard Hansen, K. and Grunert, K.G. (2013), "Peer influence on adolescent snacking", Journal of Social Marketing, Vol. 3 No. 2, pp. 176-194. https://doi.org/10.1108/JSOCM-06-2012-0028