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Partnering with Parents: Suggestions for Food Marketers and Retailers in the Ongoing Childhood Obesity Debate |
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| Authors: | Courtney Carpenter Childers Mariea Grubbs Hoy |
| Institution: | 1. School of Advertising and Public Relations , University of Tennessee , Knoxville , Tennessee , USA childers@utk.edu;3. School of Advertising and Public Relations , University of Tennessee , Knoxville , Tennessee , USA |
| Abstract: | Few scholarly research studies and governmental reports have focused on parents' opinions regarding food and beverage marketing toward children and their thoughts as to what can be done to empower them in the childhood obesity debate. The current study represents a missing link in traditional childhood obesity research by identifying the possible contribution of food retailers in helping struggling parents with the issue at hand. Results of an online survey conducted among 282 parents of 6–11-year-olds reveal that parents are looking for partnerships between food marketers and retailers in future promotional endeavors. |
| Keywords: | childhood obesity food marketing parents |