Utjecaj marketinga hrane i pića na razvoj pretilosti kod djece

undergraduate thesis

• Title (english): The impact of food and beverages marketing on the development of obesity in children
• Author: Helena Prpić
• Mentor: Ružica Brečić (mentor)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2021-09-21, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

U radu je prikazan utjecaj različitih marketinških strategija, u promociji i prodaji hrane i pića, na razvoj pretilosti kod djece. Naglasak rada je na utjecaju marketinških tehnika promocije i prodaje proizvoda sa visokim udjelom masti, soli i/ili šećera. Na konkretnim primjerima različitih država, opisano je kako i u kojoj mjeri su djeca izložena marketingu nezdrave hrane utjecajem tradicionalnih marketing strategija te putem digitalnih kanala i platformi. Na primjeru Velike Britanije i Kanade istražena je nutritivna vrijednost proizvoda za djecu u usporedbi sa zdravstvenim i nutritivnim deklaracijama istih. Osim toga, identificirana su i opisana obećanja prehrambene industrije o smanjenju utjecaja marketinga na djecu kao i politike regulacije marketinga proizvoda s visokim udjelom masti, soli i/ili šećera. Na primjeru Međunarodne alijanse za hranu i piće uspoređena je usklađenost globalne politike marketinške prakse usmjerene prema djeci sa preporukama UN-a. Na kraju rada navedene su smjernice Svjetske zdravstvene organizacije o daljnjem razvoju i regulaciji marketinških strategija za proizvode s visokim udjelom masti, soli i/ili šećera usmjerenih djeci.

Abstract (english)

The paper presents the impact of different marketing strategies, used for promotion and sale of food and beverages, on the development of obesity in children. The emphasis of the paper is on the influence of marketing techniques used for promotion and sale of products with high content of fat, salt and / or sugar (HFSS). Using specific examples, from different countries, it is described how and to what extent children are exposed to unhealthy food marketing through the influence of traditional marketing strategies and through digital channels and platforms. On the example of Great Britain and Canada, nutritional value of products for children was investigated in comparison with health and nutrition declarations on products. In addition, the promises of the food industry to reduce the impact of marketing on children have been identified and described, as well as policies to regulate the marketing of products with a high content of fat, salt and / or sugar. On the example of the International Food and Drink Alliance (IFBA), the harmonization of the global policy of marketing practice aimed at children with the UN recommendations was compared. At the end of the paper, the guidelines of the World Health Organization on the further development and regulation of marketing strategies for products with a high content of fat, salt and / or sugar aimed for children are given.

• Keywords: djeca; pretilost; hrana; piće; marketing
• Keywords (english): children; obesity; food; drink; marketing
• Language: croatian
• URN:NBN: urn:nbn:hr:148:841380
• Study programme: Title: Business Economics; Study programme type: professional; Study level: undergraduate; Academic / professional title: stručni/a pristupnik/pristupnica ekonomije (stručni/a pristupnik/pristupnica ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2021-09-28 10:17:05