Milk Buying Decision for Preadolescents Reflects Societal Value of Being Tall: A Focus-Group Study of Parents in Bangkok

Valeeratana Kalani Sinsawasdi; Chutamas Jayuutdiskul; Prangmilint Montriwat; Karunee Kwanbunjan

doi:10.1080/08974438.2020.1848689

Milk Buying Decision for Preadolescents Reflects Societal Value of Being Tall: A Focus-Group Study of Parents in Bangkok

Valeeratana Kalani Sinsawasdi
, Chutamas Jayuutdiskul
, Prangmilint Montriwat
, Karunee Kwanbunjan

Tropical Nutrition and Food Science Department

Mahidol University

Research output: Contribution to journal › Article › peer-review

1 Citation (Scopus)

Abstract

Focus group interviews of parents of 10- to 12-year-old children in Bangkok, Thailand, were conducted to understand how they made milk and yogurt purchase decisions. The transcript analysis indicated five key themes with no differences observed among socioeconomic status groups. These themes revealed the societal value of being tall; and a firm belief that the consumption of milk, but not yogurt, helped to increase final adult height. Overall, parents had low confidence in their buying decisions. These findings may assist both policymakers and the dairy industry in improving food labeling and developing consumer communication strategies.

Original language	English
Pages (from-to)	77-95
Number of pages	19
Journal	Journal of International Food and Agribusiness Marketing
Volume	34
Issue number	1
DOIs	https://doi.org/10.1080/08974438.2020.1848689
Publication status	Published - 2022

Keywords

Adult height
attitudes
food label
milk
socioeconomic status

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10.1080/08974438.2020.1848689

Cite this

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title = "Milk Buying Decision for Preadolescents Reflects Societal Value of Being Tall: A Focus-Group Study of Parents in Bangkok",

abstract = "Focus group interviews of parents of 10- to 12-year-old children in Bangkok, Thailand, were conducted to understand how they made milk and yogurt purchase decisions. The transcript analysis indicated five key themes with no differences observed among socioeconomic status groups. These themes revealed the societal value of being tall; and a firm belief that the consumption of milk, but not yogurt, helped to increase final adult height. Overall, parents had low confidence in their buying decisions. These findings may assist both policymakers and the dairy industry in improving food labeling and developing consumer communication strategies.",

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author = "Sinsawasdi, \{Valeeratana Kalani\} and Chutamas Jayuutdiskul and Prangmilint Montriwat and Karunee Kwanbunjan",

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year = "2022",

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language = "English",

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Milk Buying Decision for Preadolescents Reflects Societal Value of Being Tall: A Focus-Group Study of Parents in Bangkok. / Sinsawasdi, Valeeratana Kalani; Jayuutdiskul, Chutamas; Montriwat, Prangmilint et al.
In: Journal of International Food and Agribusiness Marketing, Vol. 34, No. 1, 2022, p. 77-95.

Research output: Contribution to journal › Article › peer-review

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T1 - Milk Buying Decision for Preadolescents Reflects Societal Value of Being Tall

T2 - A Focus-Group Study of Parents in Bangkok

AU - Sinsawasdi, Valeeratana Kalani

AU - Jayuutdiskul, Chutamas

AU - Montriwat, Prangmilint

AU - Kwanbunjan, Karunee

PY - 2022

Y1 - 2022

N2 - Focus group interviews of parents of 10- to 12-year-old children in Bangkok, Thailand, were conducted to understand how they made milk and yogurt purchase decisions. The transcript analysis indicated five key themes with no differences observed among socioeconomic status groups. These themes revealed the societal value of being tall; and a firm belief that the consumption of milk, but not yogurt, helped to increase final adult height. Overall, parents had low confidence in their buying decisions. These findings may assist both policymakers and the dairy industry in improving food labeling and developing consumer communication strategies.

AB - Focus group interviews of parents of 10- to 12-year-old children in Bangkok, Thailand, were conducted to understand how they made milk and yogurt purchase decisions. The transcript analysis indicated five key themes with no differences observed among socioeconomic status groups. These themes revealed the societal value of being tall; and a firm belief that the consumption of milk, but not yogurt, helped to increase final adult height. Overall, parents had low confidence in their buying decisions. These findings may assist both policymakers and the dairy industry in improving food labeling and developing consumer communication strategies.

KW - Adult height

KW - attitudes

KW - food label

KW - milk

KW - socioeconomic status

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JF - Journal of International Food and Agribusiness Marketing

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Milk Buying Decision for Preadolescents Reflects Societal Value of Being Tall: A Focus-Group Study of Parents in Bangkok

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Keywords

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