Parents' views of supermarket fun foods and the question of responsible marketing

Abstract

Purpose

Despite their responsibility for mitigating the influence of commercial culture on children, parents' views of fun food marketing aimed at children remain largely unexplored. This article aims to probe parents' views of supermarket fun foods and the packaging used to promote them to children.

Design/methodology/approach

In total 60 in‐depth interviews were conducted with parents from different educational backgrounds, living in three different Canadian cities. Interview responses were analyzed and coded thematically using an iterative process in keeping with grounded theory.

Findings

Parents generally discussed the promotion of supermarket fun foods to children as either an issue of the nutritional quality of foods promoted to children and/or in light of the communication quality of marketing aimed at children. Parents were also divided along education lines: parents with higher educational backgrounds were more likely to oppose fun foods and praise more pastoral ideals food production and consumption, while those with less education more often praised fun foods.

Research limitations/implications

These findings cannot be generalized to other parents or parents in other countries. The findings, however, suggest that a more nuanced consideration of differences within and across parents' views is warranted in debates about responsible marketing to children.

Originality/value

This article provides a qualitatively rich snapshot of the views of 60 Canadian parents regarding child‐targeted food marketing, and raises important questions about how to incorporate parents' views into discussions about responsible marketing, rather than presuming they are all of one mindset.

Citation

Den Hoed, R.C. and Elliott, C. (2013), "Parents' views of supermarket fun foods and the question of responsible marketing", Young Consumers, Vol. 14 No. 3, pp. 201-215. https://doi.org/10.1108/YC-10-2012-00319