TY  - JOUR
AB  - Purpose This paper aims to present an analysis of the various dimensions of naturalness that shape the consumption practices of parents with young children.Design/methodology/approach The study builds on semi-structured interviews with 17 mothers and fathers focusing on parental decision-making in everyday consumption from pregnancy to the first years of the child’s life.Findings Naturalness is a tool allowing parents to navigate in a world of risks and part of an everyday consumption practice that constructs and maintains children as vulnerable and parents as responsible. Parents perceive naturalness as something with three dimensions: familiarity, purity and culture. These three dimensions lead to different parental practices around consumption.Originality/value The analysis contributes to the authors’ understanding of parenting, childhood, risk, safety and consumption by showing how and why parents of young children construct naturalness as a three-dimensional ideal in their consumption practices.
VL  - 19
IS  - 3
SN  - 1747-3616
DO  - 10.1108/YC-12-2017-00763
UR  - https://doi.org/10.1108/YC-12-2017-00763
AU  - Andersen Sidse Schoubye
AU  - Holm Lotte
PY  - 2018
Y1  - 2018/01/01
TI  - Naturalness as a safe haven: parental consumption practices and the management of risk
T2  - Young Consumers
PB  - Emerald Publishing Limited
SP  - 296
EP  - 309
Y2  - 2024/04/24
ER  -