Indian Journal of Public Health Research & Development
Year : 2019, Volume : 10, Issue : 7
First page : ( 173) Last page : ( 177)
Print ISSN : 0976-0245. Online ISSN : 0976-5506.
Article DOI : 10.5958/0976-5506.2019.01557.2

Fast-Food Marketing and Children's Fast-Food Consumption: A Trigger to Childhood Obesity

Srivastava Binkey

Professor, KIET School of Management, KIET Group of Institutions, Ghaziabad

Online published on 19 August, 2019.

Abstract

Fast-food marketing to children and their parents is considered a stimulus to trigger childhood obesity. The authors explore the various factors influencing fast food consumption and impact of excessive fast food consumption. The public health distress with fast-food marketing lies in the anticipated relationship between fast-food consumption and obesity in both children and adults, along with the nutritional profile of most fast-food menus. The conceptual framework is designed to understand how does fast-food marketing influence parents’ behaviors with respect to eating habits of their children in a manner that promote the development or maintenance of obesity in their children. The random sampling of selected parents of children aged 2 to 12 years from the community health centre and residential localities of children within the age group. The convenience sample included 314 parents of children aged 2 to 12 years. At the end suggested various strategies to reduce the trend of fast food consumption. Fast food intake among children can be reduced by implementation of policies to regulate the marketing of fast foods in Indian market. Label of nutrition contents of food might control the quantity of food ordered and choice of low fat menu among children of educated parents. Further imminent into marketing as an influence on parents’ behavior with respect to eating habits of their children to ensure that food marketing plays a positive role in children's health and promotion of healthy eating habits.

Top

Keywords

Obesity, child health, meals, taste perceptions and fast food.

Top