Utjecaj vršnjaka na ponašanje djece kao potrošača prehrambenih proizvoda

master's thesis

• Title (english): Influence of peers on children's behaviur as food product consumers
• Author: Marica Ercegović
• Mentor: Miroslav Mandić (mentor)
• Committee member: Ana Tkalac Verčič (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: 2024-09-26, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Djeca su sve važniji potrošački segment koji značajno utječe na obiteljsku potrošnju i oblikuje buduće tržište, što ih čini zanimljivijim segmentom marketinškim stručnjacima. Cilj ovog rada je istražiti utjecaj vršnjaka na potrošačko ponašanje djece u kontekstu prehrambenih proizvoda, s posebnim naglaskom na subjektivne norme kao prediktore ponašanja te tri specifična aspekta: konzumacija hrane, namjera kupovine i izbor hrane. Istraživanje je provedeno na uzorku od 150 djece u dobi od 8 i 9 godina, a metodologija je uključivala anketu putem Google obrasca te stvarni izbor hrane u učionici. Rezultati istraživanja pokazuju da vršnjaci pozitivno utječu na poticanje i odobravanje zdrave hrane, ali istovremeno postoji neutralan stav prema njihovim preferencijama i mišljenjima. Djeca su pokazivala veću preferenciju prema zdravoj hrani, što je potvrđeno i u situacijama stvarnog izbora hrane. Ovi rezultati ukazuju na potrebu za budućim istraživanjima koja bi se usmjerila na kvalitetnije razumijevanje dječjih stavova i ponašanja u vezi s izborom hrane, kako bi se bolje shvatili čimbenici koji utječu na njihove odluke.

Abstract (english)

Children are becoming an increasingly important consumer segment, significantly influencing family spending and shaping the future market, making them a more attractive target for marketing professionals. The aim of this paper is to explore the influence of peers on children's consumer behavior in the context of food products, with a specific focus on subjective norms as predictors of behavior, and three specific aspects: food consumption, purchase intent, and food choice. The research was conducted on a sample of 150 children aged 8 and 9, and the methodology included a survey via Google Forms and actual food choices in the classroom. The results show that peers positively influence the encouragement and approval of healthy food, while there is a neutral attitude toward their preferences and opinions. The children demonstrated a stronger preference for healthy food, which was confirmed in real food choice situations. These findings highlight the need for future research focused on a deeper understanding of children's attitudes and behaviors related to food choice in order to better understand the factors influencing their decisions.

• Keywords: prehrambene navike djece; utjecaj vršnjaka; socijalne norme; socijalizacija djece
• Keywords (english): children's dietary habits; peer influence; social norms; children's socialization
• Language: croatian
• URN:NBN: urn:nbn:hr:148:696112
• 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: 2024-09-26 14:40:46