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

Issue title: Contemporary Issues in Sustainable Business Excellence: A Human Systems Perspective

Guest editors: Nadindla Srividya, Shamima Haque, Monojit Banerjee and Audita Nuvriasari

Article type: Research Article

Authors: Kaur, Amandeep^{a; *} | Bahl, Pooja^a | Malik, Garima^b

Affiliations: [a] Rukmini Devi Institute of Advanced Studies, Delhi, India | [b] Amity University, Uttar Pradesh, India

Correspondence: [*] Corresponding author: Dr. Amandeep Kaur, Rukmini Devi Institute of Advanced Studies, J-6/144, Rajouri Garden, New Delhi 110027, India. Tel.: +91 9873266912; E-mail: [email protected]. ORCID ID: 0000-0002-7295-0203.

Abstract: 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.

Keywords: Thematic analysis, induction approach, sustainable toys with food

DOI: 10.3233/HSM-220121

Journal: Human Systems Management, vol. 43, no. 2, pp. 139-147, 2024