装在盘子里的食物或装在可持续玩具里的食物：父母感知和儿童行为的主题分析

IF 1.5 Q3 MANAGEMENT

Human systems management Pub Date : 2023-01-28 DOI:10.3233/hsm-220121

A. Kaur, Pooja Bahl, G. Malik

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引用次数: 0

摘要

背景:考虑到联合国关于良好福祉和负责任的生产和消费的可持续发展目标，目前最令人关注的研究领域是，利用创新和创造性的营销推广技术，为儿童提供食品以及带有环保或可持续玩具的免费赠品，以吸引他们消费对健康不是特别有益的食品。目的:本文旨在探索和分析创新营销技术的有效性，如使用可持续玩具，纹身和贴纸作为印度领先的快速消费品公司的食品玩具，以影响儿童的行为。方法:本研究采用深度访谈的方法，通过定额抽样的方式从职业母亲、非职业母亲和其他有全职女佣支持的非职业母亲中选择参与者。本研究采用扎根理论和归纳法。结果:五个主题在所有母亲群体中都很明显，关于玩具和食物。结果表明，儿童食品礼物的主题是对零食的描绘，夸大了其主张，丰富了情绪，改善了核心食品的受欢迎程度和诋毁程度。因此，研究结果表明，尽管玩具在本质上是可持续的，但食品营销对儿童的行为和健康产生了负面影响。结论:该研究表明，带有食品策略的玩具可以积极地向孩子们展示/传递信息，公司可以使用带有这些环保保费的健康食品，这对双方都有利。本文提出的概念和主题，目前的理解母亲的观点的玩具与食品提供的公司在印度的角度。

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Food in a plate or food in a plate with a sustainable toy: A thematic analysis of parents’ perception and children behavior

BACKGROUND: Using innovative and creative marketing promotional techniques for the children food items along with freebies with eco-friendly or sustainable toys which attract them to consume foods that are not particularly good for health is the area of research which is most concerning these days considering the United Nations Sustainable development goals of Good well-being and responsible productions and consumption. OBJECTIVE: This paper is intended to explore and analyze the effectiveness of the innovative marketing techniques like the use of sustainable toys, tattoos, and stickers employed as toys with food by leading FMCG companies in India for influencing children behavior. METHODS: This research presents the results of in-depth interviews conducted and participants’ were selected through quota sampling from working mothers, non-working mothers, and other non-working mothers with full-time maid support. Grounded theory and inductive approach were used in the study. RESULTS: Five themes were evident across all the groups of mothers’ with respect to toys with food. Results showed that the themes underlying the gift in food for kids are portrayal of snacking, exaggerating the claims, enriching the moods, ameliorate the popularity and denigration of core foods. So, the results suggested that toys even though sustainable in nature with food marketing negatively affect the child behavior and health of kids. CONCLUSION: The study suggested that toys with food strategy can positively be presented /deliver a message to kids and companies can use healthy food items with these eco-friendly premiums which would benefit both the parties. The paper presents the concepts and themes that present the understanding of the mothers’ perspective of toys with food offered by companies in Indian perspective.

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来源期刊

Human systems management MANAGEMENT-

CiteScore

3.50

自引率

30.40%

发文量

期刊介绍： Human Systems Management (HSM) is an interdisciplinary, international, refereed journal, offering applicable, scientific insight into reinventing business, civil-society and government organizations, through the sustainable development of high-technology processes and structures. Adhering to the highest civic, ethical and moral ideals, the journal promotes the emerging anthropocentric-sociocentric paradigm of societal human systems, rather than the pervasively mechanistic and organismic or medieval corporatism views of humankind’s recent past. Intentionality and scope Their management autonomy, capability, culture, mastery, processes, purposefulness, skills, structure and technology often determine which human organizations truly are societal systems, while others are not. HSM seeks to help transform human organizations into true societal systems, free of bureaucratic ills, along two essential, inseparable, yet complementary aspects of modern management: a) the management of societal human systems: the mastery, science and technology of management, including self management, striving for strategic, business and functional effectiveness, efficiency and productivity, through high quality and high technology, i.e., the capabilities and competences that only truly societal human systems create and use, and b) the societal human systems management: the enabling of human beings to form creative teams, communities and societies through autonomy, mastery and purposefulness, on both a personal and a collegial level, while catalyzing people’s creative, inventive and innovative potential, as people participate in corporate-, business- and functional-level decisions. Appreciably large is the gulf between the innovative ideas that world-class societal human systems create and use, and what some conventional business journals offer. The latter often pertain to already refuted practices, while outmoded business-school curricula reinforce this problematic situation.