Reflexões sobre a influência da propaganda infantil via internet na intenção de compra das crianças.

Abstract

The objective of this research was to identify the influence of children's advertising of unhealthy food products on the internet in the children's purchase intention. The theoretical framework addresses the following themes: advertising for the child, emphasizing the advertising of unhealthy food products; the child, consumption and regulation, especially of foods with high caloric value and low nutritional value; the consumption of these foods and childhood obesity. For the development of the research, three focus groups were gathered in three schools in a city in the interior of Minas Gerais, two public and one private, in which are enrolled in elementary school children aged between eight and fourteen years. The study is characterized as exploratory and descriptive with quantitative and qualitative approaches. The technique used for data analysis was content analysis, since the interviews were transcribed and the data analyzed later. The results showed that children are influenced by unhealthy food advertisements on the Internet, consuming most of the products they see in these advertisements. It is noteworthy that children who study in private schools have certain consumption restrictions imposed by parents, which is not the case with public school students.