Understanding dynamics of value conflicts in food choice. The case of mothers with young children during snacking moments.
Eating snacks at different moments during the day is clearly a common practice. Also among (young) children snacking is highly prevalent. Because mothers in particular are the main responsible person for the food provided to their children, it is relevant to look at the circumstances surrounding food choice of mothers for their young children. Food choice is influenced by many factors and their interactions, and is which makes it complex and dynamic. Because of the complexity and dynamics of food choice processes, they are hard to understand and difficult to predict. Especially for younger children, food is provided mostly at home, which makes the home environment highly relevant for studying food choice of mums for their young kids. Focussing on the snacking moments is relevant because there is evidence that children’s dietary behaviour and even being overweighed track into adulthood. Especially, value conflicts mothers experience during food choice of snacks are of interest in this research, since it has not yet been studied. Also the influence of culture will be included in this research. Results will contribute to a deeper understanding of the complex phenomena of food choice in the international scientific literature. It will give public health institutes further insights into the underlying mechanisms of snacking behaviour among young children, which can be of help in health promotion and policy making. Furthermore, results will contribute to a deeper understanding of the complex phenomena of food choice in the international scientific literature. Besides, companies can use the results to better understand mothers’ food choice for their young kids and hence to improve the product range and marketing strategies to better fit to relevant consumer wishes.
This research aims to understand the dynamics of value conflicts in food choice of mothers for their young (2-7 years-old) children during snacking moments in the home environment by means of various techniques like focus group discussions, in-depth interviews and diary research. In line with the overall research aim, the following major questions will direct the research: 1. What are potential value conflicts in food choice of mothers for their 2-7 year-old children during snacking moments and when do they occur? 2. What factors influence these value conflicts in food choice of mothers for their 2-7 year-old children during snacking moments and to what extend do they differ in three different countries? 3. How do the influencing factors of value conflicts in food choice of mothers for their 2-7 year-old children during snacking moments interact?
Diary research, in-depth interview, modelling, empirical research.