Healthier food choices for children through menu pricing

作者：Kellershohn Julie^*; Walley Keith; Vriesekoop Frank

来源：British Food Journal, 2017, 119(6): 1324-1336.

DOI：10.1108/BFJ-08-2016-0379

• Parents
• Health
• Children
• Pricing
• Food choice
• Fast food

Purpose - The purpose of this paper is to investigate the use of pricing (incentive and deterrent) to shift the purchase decision intent of parents when they order food for their child in a fast food restaurant.
Design/methodology/approach - A financial incentive and a deterrent pricing tactic was tested using an online quantitative approach with a sample of 400 Canadian parents, representative of the Canadian population based on geography, household income and education level.
Findings - The financial incentive tactic demonstrated that a strong and clearly articulated monetary discount can shift the stated purchase intent of parents into an increased number choosing a healthier side dish for a child's fast food meal. A deterrent pricing approach was shown to also shift stated purchase intent, and had a higher consumer impact on a per dollar basis. Younger parents (< 35 years old) were more likely to select healthier side dishes for their child; however, parents of all ages could potentially be influenced through motivational pricing approaches.
Originality/value - While most historical research has focussed on teen or adult consumers, this paper offers insights to academics, marketers and restaurant industry influencers into the previously unexplored area of using pricing to encourage parents to make healthier food choices for children in a fast food restaurant environment.

• 出版日期2017