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This study aims to understand the extent to which packaging influences Brazilian parents' purchasing willingness based on children's food preferences for unhealthy food products.

Parents, with children up to 12 years old, answered questions about the positive influence of the packaging on the children, the preferences of the children in their willingness to buy and the propensity to give in to the desires of the children. Data analysis was performed with the statistical software SPSS and Stata used for structural equations modeling.

The results back the outlined hypotheses and point out that the characteristics of the packaging positively influence children's preferences as well as parents’ who are prone to give in to such influences. In some relationships, there was a minute moderating effect of social desirability and social class.

The research presents as a limitation the nature of the sample, parents, to the extent that the influences of the packages on the children were analyzed from their perspectives.

Findings from the research can be used to think about preventive public policies to protect children as highly vulnerable subjects. Another practical implication is that the same marketing strategies that are used for unhealthy foods can also be used for healthy foods, improving their linkage to the children once there are evidences that packaging can positively influence their preferences.

The originality of this study is to focus on children's food preferences for unhealthy products and in parents with children up to 12 years old, which is not often investigated by researchers.

This study aims to understand the influence of cartoon characters on the generation alpha (GA) in purchase decision-making, supported by the theory of planned behaviour.

Quantitative study was used to collect data from 294 Indian parents on behalf of their children (between 8 and 12 years) using convenience sampling and 20 items Likert scale questionnaire. Partial least squares-structural equation modelling was used to analyse the data and for hypothesis testing.

The study shows the favourable impact of cartoon characters to influence the behaviour of GA while making the final purchase decision. The likability was found to be significantly related to the recall, willingness to try/buy. The recall was significantly related to willingness to try/buy and purchase intention. Willingness to try/but was significantly related to purchase intention, but it has no significant relation with the final purchase decision, whereas purchase intention had significant relation with the final purchase decision.

The study indicates that generating likability for cartoon characters among GA is important. Managers should recognize that although parents make the final purchase decision, however, children play an influential role. Advertisers should plan their communication accordingly. An emotional connection with cartoons can influence GA, which further impacts recall, willingness to try/buy, purchase intention and decision.

Various studies have been conducted in western countries, but very few studies have been conducted in emerging markets like India, highlighting cartoon characters’ influence on GA’s purchase decision-making, with theoretical underpinnings. The study also explores the importance of GA, an emerging consumer market in today’s digitalized era, which is highly influenced by technological gadgets. It becomes challenging for marketers to promote their products on television to influence GA purchase behaviour.

This paper aims to investigate the key characteristics of parent brands and the relationships among customer perceived value (a second-order construct containing financial, functional, individual and social attributes), parent brand loyalty and the willingness to pay for a premium extended brand. Moreover, the moderating effect of self–brand integration on the influences in the model is examined.

Data were collected in two countries, the USA (n = 535) and China (n = 511), through an online survey. Structural equation modeling and a multi-group analysis were used to analyze the data.

The results show that perceived quality and premium brand authenticity are two important predictors of perceived value. The relationships among perceived value, parent brand loyalty and willingness to pay for an extended premium brand were significantly supported. In addition, self–brand integration was found to moderate the relationship between perceived value and loyalty to the parent brand.

Wine marketers and managers can use recommendations to establish effective brand extension strategies to help the industry know what essential characteristics of a parent brand to focus on and maintain sustainable development through the customer–extended brand relationship.

Previous researchers have discussed wine consumption behaviors or branding strategies. By limiting combining two theories (flow theory and the theory of planned behavior), this paper proposes a chain of behaviors to optimize customer experience to develop a brand extension strategy based on key characteristics of the parent brand.

Only a handful of studies have examined social interactions between parents and children around food choice, though these have important implications for health. Moreover, we know very little about how socioeconomic status might influence these exchanges, including the nature and outcomes of children’s requests for specific foods and drinks.

Data are from a survey of 401 families with children ages 2-17. Using formal mediation models to decompose direct and indirect effects, we test three potential mechanisms of socioeconomic differences in caregivers’ propensity to indulge children’s requests for specific foods or drinks: (1) Children’s food-seeking behaviors; (2) Caregivers’ nutritional attitudes and values; and (3) Caregiver social control and monitoring of children’s diets. We also present a symbolic indulgence explanation, which is not empirically testable using our data, but is consistent with qualitative evidence (Pugh, 2009).

We find significant SES differences in the frequency and nature of children’s requests for foods, nutritional attitudes and values, and opportunities for caregiver monitoring of children’s eating habits, but these mechanisms explain little of the association between socioeconomic status and caregiver responses.

Limitations of this study include the non-probability sample and the inability to demonstrate the meaning and intention underlying SES effects. Nonetheless, our findings provide information about how SES does and does not influence parent-child interactions around food choice, which has important implications for developing effective policies and interventions for improving children’s diets.

In light of null findings regarding alternative explanations, children’s requests for unhealthy food and parents’ willingness to grant them may be related to cultural practices around parenting that differ by social class. Consequently, culture may be an important yet under-emphasized mechanism contributing to socioeconomic disparities in children’s dietary habits and health.

Health fitness has become a major issue in Malaysia since the population of overweight and obesity is becoming critical. One of the ways to achieve optimum health fitness is by consistently consuming balanced diet meals. Hence, this paper aims to focus on the willingness of society to purchase functional foods as an alternative for their daily meals to stay fit.

The research framework was developed based on a combination of findings by other research scholars within a similar field. The willingness to purchase functional foods to stay fit is positioned as the dependent variable, while lifestyle adaptation, social media influence and food consumption awareness are placed as the independent variables. Quantitative research was conducted by collecting primary data from respondents in Kuala Lumpur, Malaysia. The collected data were analysed using descriptive and regression analyses.

The willingness to purchase functional foods to stay fit is dependent on the lifestyle adaptation, social media influence and food consumption awareness.

Although the current market for functional foods in Malaysia is still at a small scale, the market for this industry seems very promising. Nevertheless, greater awareness on functional food is still needed.

Functional food producers should make an effort to gain the untapped market by focussing on the lifestyle adaptation, social media influence and food consumption awareness.

This research is a breakthrough to discover the willingness of Malaysians to purchase functional food to stay fit, which is influenced by lifestyle adaptation, social media and food consumption awareness.

The chapter investigates: (1) Do married parents efficiently allocate time to children’s health care? (2) Are parents willing to sacrifice consumption for health improvements at an equal rate for all family members? (3) How does family structure affect health trade-offs parents make? (4) Are parental choices consistent with maximization of a single utility function?

A model is specified focusing on how parents allocate resources between consumption and goods that relieve acute illnesses for family members. Equivalent surplus functions measuring parental willingness to pay to relieve acute illnesses are estimated using data from a stated-preference survey.

Results provide limited support for the prediction that married parents allocate time to child health care according to comparative advantage. Valuations of avoided illness vary between family members and are inconsistent with the hypothesis that fathers’ and mothers’ choices reflect a common utility function.

Prior research on children’s health valuation has relied on a unitary framework that is rejected here. Valuation researchers have focused on allocation of resources between parents and children while ignoring allocation of resources among children, whereas results suggest significant heterogeneity in valuation of health of different types of children and of children in different types of households.

Results may provide a justification on efficiency grounds for policies to provide special protection for children’s health and suggest that benefit–cost analyses of policies affecting health should include separate estimates of the benefits of health improvements for children and adults.

The main purpose of the study is to examine the moderating influence of motherhood on the linkage between feeling guilty and willingness to buy organic food.

The data were collected using a questionnaire from female consumers and analyzed with structural equation modeling.

The structural equation model results revealed that food safety concern and environmental concern influence feeling guilty about buying conventional food products. The empirical findings also supported the positive effect of feeling guilty on willingness to buy organic food. Additionally, for mother consumers, the impact of food safety concern and environmental concern on feeling guilty was greater than non-mother consumers. Similarly, moderator analyses revealed that the influence of feeling guilty on willingness to buy organic food is significantly higher for mothers.

Referring to the attitude-behavior-context (ABC) theory, the current research aimed at filling the knowledge void by examining how motherhood moderates the relationship between feeling guilty and willingness to buy organic food. Hence, understanding the moderation role of motherhood provides newer insights into consumer behavior and marketing literature. The results of the research can help both organic food producers and retailers to develop successful marketing strategies.

The purpose of this paper is to investigate teenagers’ preferences, attitudes, and purchasing power towards organic foods in markets and to explain influences of teenagers’ choices and purchasing intentions on organic foods.

A paper-based and a web-based survey were conducted among 557 teenagers in Thailand. A choice experiment logit model was used to identify factors influencing decision in purchasing.

The study found that teen consumers were likely to buy ready-to-cook organic food items instead of conventional food items because of health and food safety concerned under their budget constraints. The willingness to pay found organic food items (eggs, pork, chicken) had negative impact but organic opinion had positive impact. The attitudes on high price of organic food items were positive impact because of production process, quality, and quantity of products.

Teenagers’ consumption impacted on food demands in supermarkets and convenient stores because of their attitudes and behaviours in purchasing. The desired food characteristics should be good quality, safety for consumers, and available in the market nationwide. The supported policies for expanding organic markets were benefits for organic farmers to be sustainable farming.

This study examined the impacts of economic conditions and the premium quality healthy food products on teenagers’ food motivation.

Weak supplier bases and weak infrastructures pose significant obstacles to the use of just‐in‐time (JIT) purchasing in developing countries. Explores the use and effectiveness of JIT purchasing practices in one such developing country, Mexico, in an attempt to lay a foundation for understanding the use of JIT purchasing in developing countries in general. Analyses two distinct activities characteristic of JIT purchasing: JIT deliveries from suppliers and supplier involvement in improvement activities. Uses a large sample mail survey and comparative case studies. Indicates that both JIT deliveries and supplier involvement in improvement activities can enhance performance in Mexican operations under certain circumstances. Finds the effectiveness of pursuing JIT deliveries depends on plant and company size. Achieving high levels of supplier involvement appears to depend in part on the extent that Mexican managers have developed a network within the parent company. Provides recommendations for managers and suggestions for areas requiring further research.