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In a world of vast consumer choice, ambiguous product descriptions and self-appointed experts, parents face a minefield when picking out food, toys or other products for their children. A new qualitative study from the University of Copenhagen indicates that naturalness is the current benchmark for consumer choice among parents.
Anne studies the child seat description carefully. Online, she diligently scans consumer tests and parent reviews to be certain that what she buys to protect her daughter won't contain substances that might inadvertently do her harm.
Children - Seats - While - Child - Seat
"It actually happens. Children bite into their seats when they've been sitting for a while. That's why I read whatever I can online. It's where I'm most likely to discover whether or not a particular child seat is stuffed with chemicals," says Anne, one of the mothers interviewed in a recent study on the consumer behaviour of parents conducted at the University of Copenhagen's Department of Food and Resource Economics.
The researchers conducted in-depth interviews with 17 parents about considerations governing consumer choice in a world bursting with products, experts, social media and self-declared health gurus. One consideration stood out—naturalness, understood in the sense of organic foods or chemical additive free products.
Parents - Decisions - Complexity - Possibilities - Information
"Parents need to make good decisions amidst this complexity of possibilities and information. They use naturalness as a way to mitigate the complexity and protect their children from that which they deem to be dangerous, with danger being defined as 'unnatural'," explains the study's main author, sociologist and Postdoc Sidse Schoubye Andersen.
According to the researcher, we feel a great deal of responsibility for our health today, and thereby, the health of our children. Among other reasons, this is due to an increased political focus on health, as well as our living in a knowledge society where we are bombarded by all sorts of information and have access...
Wake Up To Breaking News!
It is time to put away the our toys and propaganda we've been taught as children and think for ourselves.