Brazilian parents’ perceptions of children's influence on family food purchases

Abstract

Purpose – Qualitatively ascertain perceptions of parents regarding their children's influence on family food purchases. The paper aims to discuss these issues. Design/methodology/approach – Content analysis of the transcripts of 31 semi-structured interviews conducted with parents of students from public and private institutions in Brazil. The public school provided meals supplied by the National School Feeding Program, and discouraged the consumption of foods brought from home. The private school did not receive any governmental subsidies for school feeding, and students were responsible for bringing their own school snacks. Findings – Parents perceived children's influence especially of energy-dense nutrient-poor food purchases. Parents from the public school students, with lower income and educational levels, showed greater concern with quality and frequency with which requested foods were made available to the child. Only the parents from the private school students mentioned perceiving peer influence over their children's requests. Research limitations/implications – Results enabled an overview of the main factors that influence children's purchase requests as perceived by parents. School environment seemed to influence requests, reinforcing the need for strategies similar to those present in the public school to be employed in private schools, where government programs that encourage healthy eating are not in place. Originality/value – Qualitative study conducted with parents of Brazilian school children found that those with lower income and educational level were actually more concerned about their children's eating habits and perceived less peer influence over their children's requests for foods. Initiatives in the public school environment that effectively reduced access to certain kinds of foods in favor of healthier food choices reinforced the school's role as a health promoter for students and also their families.