Adolescents’ trust in food messages and their sources

Abstract

Purpose The authors used role-playing with subsequent focus group interviews in order to explore how adolescents negotiate conflicting food messages they encounter in their everyday lives. The purpose of this paper is to describe adolescents’ perceptions about different messages and their sources and to explore the trust they place in such sources. Design/methodology/approach In total, 31 adolescents aged 15-16 years participated in role-playing with subsequent focus group interviews. A qualitative content analysis was used to analyse the data. Findings The adolescents depicted an everyday life with multiple and different messages about food and eating. In addition, they stated that these messages were conveyed by a wide range of sources at different levels, for example, by parents, teachers, sports coaches and media. The messages from different sources were conflicting and covered many different perspectives on food and eating. When negotiating food choices in the role-playing and in the focus group discussing how to handle different and conflicting messages, trust became visible. The trustworthiness of messages and trust in their sources were associated with several important aspects in regard to whether or not the messages were based on knowledge about food and nutrition, care for the person receiving the messages, and/or commercial interest. In addition, the results indicate that the situation and the social relationship to the person providing the message were of importance for trustworthiness. Originality/value This study is novel as it uses role-playing as a research method and describes the trust adolescents place on food messages and their sources. To understand the factors that enhance such trust is important for the development and provision of education, information, and other health-promotion activities related to food in order to support and strengthen adolescents’ critical reflections on food messages from different sources.