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The objective of this study is to identify the negative impacts of the school environment on children’s food well-being. These impacts we have coined as “deleterious consumer socialization” are situations or environments in which the consumer socialization process negatively influences the well-being of children, here applied to the food context. We have started from observations of a real-world phenomenon and expanded the consumer socialization construct to explain this phenomenon aiming to create “marketing-relevant consumer research”. Also, we seek to broaden the perspective of food well-being, contributing to the Transformative Consumer Research movement. The data were obtained through structured questionnaires with open and closed questions. The classification of food consumed by children was carried out based on the indications of the Food Guide for the Brazilian Population. When comparing data on what children eat at school and home, we found that the school environment tends to be more harmful to infant feeding than the domestic one. From the point of view of consumer socialization, we call this phenomenon “deleterious consumer socialization”. Thus, we contribute to the discussion of food well-being, in specific and important contexts for infant feeding: home and school.
Author(s): Roberto Falcão, Rodolfo Rocha, Andres Veloso, Daniel Chaim
