Childhood Obesity and Children’s Food Values: Research for Social Marketing

Abstract

Childhood obesity is an issue of concern throughout the world due to its effects on the individual and implications on the economic and social fabric of society. This paper seeks to add to the literature on childhood obesity by researching the issue from a social marketing perspective. The research examines relationships between personal values driving food consumption, choice motives and weight status. To this end, the value structures of fifty-four pre-adolescent children are elicited using depth laddering interviews. These cognitive structures are analysed using means-end chains and hierarchical value maps and compared across weight category. Findings are then discussed in a social marketing context to address the obesity epidemic and future research directions are identified.