A propaganda de alimentos infantis: uma pesquisa qualitativa sobre a percepção dos pais acerca dos hábitos de consumo dos filhos

Abstract

The present study has the main objective to identify the parents’ perception about food advertising focused on child audience and the relation in eating habits of children, detailing their routine, food, the parents’ opinion about children’s judgment and knowledge about current law and about ways of protecting kids. Among the theories discussed there are issues about consumer behavior in family, child consumer market, children's condition when targeted advertisements, the problems caused by bad eating habits in childhood and the current existing legal landscape. The relevance of the study is to identify whether the current regulatory forms are efficient and seek suggestions for improvement in order to avoid further consequences such as childhood obesity. The method chosen for the research was qualitative, with in-depth research carried out with fourteen people, including parents, children from six to eleven years old, in order to maintain a socio-economic average. The results of most of the respondents confirmed the assumptions previously established.