Utjecaj prehrambenih oznaka na preferenciju izbora hrane kod djece

master's thesis

• Title (english): The influence of food claims on the preference of food choices in children
• Author: Klara Kubat
• Mentor: Ružica Brečić (mentor)
• Committee member: Ružica Brečić (predsjednik povjerenstva)
• Committee member: Miroslav Mandić (član povjerenstva)
• Committee member: Irena Pandža Bajs (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; Zagreb
• Defense date and country: 2024-07-02, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Prehrambene oznake su ključan faktor u promjeni preferencija i povećanju svijesti o zdravlju kod odraslih i djece. Iako tržište nudi i zdrave i nezdrave proizvode s prehrambenim oznakama, to može dovesti do nepovjerljivosti u informacije na pakiranju. Predmet rada je analiza dječjih preferencija prema zdravoj hrani i utjecaj prehrambenih oznaka na konačnu odluku. Cilj ovog istraživanja je usporediti preferencije djece u odabiru hrane s oznakama između voća i slatkiša. Istraživanje je provedeno kombinacijom kvantitativnih i kvalitativnih metoda. Kvantitativni dio uključuje anketni upitnik za prikupljanje podataka o preferencijama djece prema proizvodima s različitim prehrambenim oznakama, dok je eksperimentalni pristup korišten za ispitivanje razlike u preferencijama između kontrolne grupe (bez oznaka) i eksperimentalne grupe (s oznakama). Kvalitativna metoda uključuje promatranje djece, pružajući dodatne uvide u njihovo ponašanje tijekom odabira hrane. Uzorak je obuhvatio 97 djece drugih razreda u tri osnovne škole. Rezultati pokazuju da prehrambene oznake utječu na konačan izbor hrane kod djece. Usporedba kontrolne i eksperimentalne grupe pokazala je da oznake mogu potaknuti zdraviji izbor, ali također pozitivno djeluju na izbor čokolade. Većina djece jede zdravije u prisustvu roditelja, dok se zdravije odluke zanemaruju u društvu vršnjaka. Djeca preferiraju okus hrane i često smatraju nezdravu hranu ukusnijom od zdrave. Ovo istraživanje doprinosi boljem razumijevanju dječjih prehrambenih navika, njihovih stavova prema zdravoj hrani te utjecaju prehrambenih oznaka na njihove konačne odluke i promjene inicijalnih preferencija.

Abstract (english)

Food labels are a key factor that influences the change in preferences and greater health awareness among adults and children. Although there are healthy and unhealthy products on the market that are labeled with different nutrition labels that can cause mistrust in written information. The subject of the paper is the analysis of children's preferences towards healthy food and the influence of food labels on the final decision. The aim of this research is to compare the preferences of children in choosing food with labels between two categories of products; fruits and sweets. The research was conducted using a combination of quantitative and qualitative methods. The quantitative part includes a questionnaire to collect data on children's preferences for products with different nutrition labels, while the experimental approach was used to examine the difference in preferences between the control group (without labels) and the experimental group (with labels). The qualitative method involves observing children, providing additional insights into their behavior during food selection. The sample included 97 children from second grades in three primary schools. The results of the research show that food labels influence the final choice of food for children. A comparison of control and experimental groups showed that labels can encourage healthier choices, but also have a positive effect on chocolate choices. Most children eat healthier in the presence of their parents, while healthier decisions are ignored in the company of peers. Children prefer the taste of food and often find unhealthy food tastier than healthy food. This research contributes to a better understanding of children's eating habits, their attitudes towards healthy food and the influence of food labels on their final decisions and changes in initial preferences.

• Keywords: marketing hrane; prehrambene oznake; djeca; preferencije djece prema hrani; zdrava i nezdrava hrana
• Keywords (english): food marketing; food labels; children; children's food preferences; healthy and unhealthy food
• Language: croatian
• URN:NBN: urn:nbn:hr:148:688050
• 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: Open access
• Created on: 2024-07-02 14:15:36