Stavovi djece prema zdravoj hrani te njihova povezanost s izborom hrane i gledanjem televizije

master's thesis

• Title (english): Children's attitudes towards healthy food and their relation with food choices and watching television
• Author: Lucija Bajcer
• Mentor: Ružica Brečić (mentor)
• Committee member: Miroslav Mandić (član povjerenstva)
• Committee member: Sunčana Piri Rajh (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2023-11-09, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Iz marketinške perspektive, strategije promocije hrane imaju snažan utjecaj na percepciju i konzumaciju proizvoda, posebno među ranjivim skupinama poput djece. Problem koji se istražuje u ovom radu odnosi se na utjecaj marketinških aktivnosti povezanih s hranom na dječje prehrambene navike, posebno kroz gledanje televizije.

Cilj rada je razumjeti kako televizijski oglasi oblikuju dječje stavove i preferencije prema hrani i utječu na njihov izbor hrane. Metodologija istraživanja obuhvatila je anketni upitnik primijenjen na uzorku od 108 djece, u dobi od 6 do 9 godina, iz jedne zagrebačke osnovne škole. Rezultati pokazuju da djeca generalno imaju pozitivne stavove prema zdravoj hrani, a njihov izbor hrane odražava te stavove. Većina djece gleda televiziju oko 2 sata dnevno, s manjim porastom tijekom vikenda, a pokazalo se i da velik postotak djece izbjegava televizijske oglase. Iako neka djeca konzumiraju grickalice tijekom gledanja televizije, zanimljivo je da često biraju i voće kao užinu.

Ovo istraživanje doprinosi razumijevanju povezanosti između marketinških strategija, medijske izloženosti i dječjih prehrambenih navika te pruža temelj za daljnje strategije usmjerene na promicanje zdravijih prehrambenih izbora među djecom.

Abstract (english)

From a Marketing perspective, food promotion strategies have a strong impact on product perception and consumption, especially among vulnerable groups such as children. The problem investigated in this paper concerns the impact of food-related Marketing activities on children's eating habits, especially through watching television.

The aim of this paper is to understand how television advertisements shape children's attitudes and preferences towards food and influence their food choices. The research methodology included a survey questionnaire applied to a sample of 108 children aged 6 to 9 from one Zagreb elementary school. The results show that children generally have positive attitudes towards healthy food and their food choices reflect these attitudes. Most children watch television for about 2 hours a day with a smaller increase during the weekend. It has also shown that a large percentage of children avoid television advertisements. Although some children consume snacks while watching TV, it is interesting that they often choose fruit as a snack.

This research contributes to the understanding of the relationship between Marketing strategies, media exposure and children's eating habits and provides a basis for further strategies aimed at promoting healthier food choices among children.

• Keywords: marketing hrane; eksplicitni stavovi; djeca; odabir hrane; gledanje televizije
• Keywords (english): food marketing; explicit attitudes; children; food choice; watching television
• Language: croatian
• URN:NBN: urn:nbn:hr:148:333773
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-11-09 20:15:22