Adolescents' Food Attitudes and Behaviors During the School Day

Abstract

What are adolescents' attitudes towards food? What do adolescents consume during the school day in terms of “top shelf” versus “non-top shelf” foods? What knowledge do their parents or guardians' have regarding their food consumption during the school day? What “top shelf” and “non-top shelf” foods are available on school premises? Adolescents are human “eating and drinking machines.” As such, they represent a significant opportunity for food marketers. However, the childhood obesity crisis threatens adolescents as well as food marketers. Food marketers need to better understand what drives these young consumers in order to keep them as customers and avoid a potential backlash from consumers and public policy makers. This paper reports the findings of a study on adolescents and food, specifically their attitudes, constraints and behaviors during the school day. The study is based on data collected in two middle schools and two high schools in the Philadelphia Standard Metropolitan Statistical Area (SMSA). While taste emerges as the most important food choice motive, the total sensory dimensions of food are important. Not surprisingly, students consume more “top shelf” than “non-top shelf” foods and the role of parent/ guardian as a food gatekeeper is marginalized.

Key Words:

• Adolescents
• obesity
• food attitudes
• food behavior