The role of food and beverage marketing on adolescents’ food choices: A qualitative study

Abstract
Overweight is emerging among adolescents and associated with how they select foods. The study aims to explore the role of food and beverage marketing on adolescents’ food
choice. A qualitative study was conducted through focus group discussions and in-depth interviews. Data analysis was conducted through coding and identifying emerging
themes from verbatim transcripts using Dedoose. Four junior and four senior high schools in Jakarta were selected. Fifty adolescents were selected as participants, with a total of 25 key informants (i.e., parents of students, school teachers, and school canteen vendors). Direct promotion to schools, exposure to social media, and various engaging promotions built the adolescents’ awareness toward certain foods and beverages being marketed. Money availability, recommendation from friends, and online reviews were drivers of food choice that were complicated with the
interplay of individual and environmental (home and school) factors. The quality of restaurant services, sensory appeal of food, and money consideration encouraged repeated consumption or purchases. The emerging influence of online delivery application was observed by providing extensive and cheap food choices or overcoming barriers such as distance and time availability. The study showed that adolescents made food choices through the interplay of individual and environmental factors. Emerging findings underscore the need to provide a healthier food
environment for adolescents. The study suggested a policy discussion on advocating regulations on food and beverage marketing particularly on social media platforms and online delivery applications.