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The Paradoxical Food Buying Behaviour Of Parents: Insights From The Uk And Australia, Gary I. Noble, Sandra C. Jones, Danielle Mcvie, Laura Mcdermott, Martine Stead

Gary Noble

AbstractPurpose - This article aims to explore the apparent paradox between the nutritional knowledge ofparents of pre-school children and their actual food purchase and preparation behaviour.Design/methodology/approach - Two separate qualitative data collection exercises wereconducted, an exploratory focus group study in the UK and a projective technique study in Australia.Findings - The UK study found that, despite believing that vegetables were good for children'shealth, mothers also perceived that it was extremely difficult to encourage children to eat them. Theresults of Australian study suggest that the purchase of unhealthy "treats" or "bribes" is explainedthrough the concept of "expediency" whereas what this study …