Perceptions and choices of Brazilian children as consumers of food products

Abstract

In order to identify children's perceptions about food choices and their behavior as consumers and influencers of food purchases, 16 focus groups were conducted with 71 students aged 8-10 years. Transcriptions were submitted to lexical analysis using the Alceste software. The initial contextual unit broke down into 1469 elementary contextual units, 84% of which were retained in the descending hierarchical classification. Results from the larger and more specific classes are reported here. Children were students from public schools where energy-dense nutrient-poor (EDNP) food consumption was severely restricted, but these foods were still bought by the children themselves or requested from their parents. Television shows and advertisements motivated food consumption in general, and consumption of EDNP foods was associated with social events and eating outside the home. Situations that emphasize the pleasure and satisfaction of not eating according to food guidelines are being addressed by traditional educational strategies directed at the individual. Appealing to the senses and employing visual stimuli to get to the affective component of children's attitudes seems to be an alternative tool for promoting healthy eating, instead of the traditional approach based on recommendations and restrictions.

Keywords: Alceste; Children; Consumer; Focus groups; Food choices; Qualitative research.