The present dissertation research aimed to identify factors that influence food purchase for families with young children, and further, to understand if family communication patterns play a role in the ways families communicate about food.
Three studies were conducted to address these aims. An online questionnaire focused on food purchase influences, food purchase discussion, and family communications patterns was administered to the primary food shopper for families with elementary school-aged children living in the United States. The first study utilized data from this online questionnaire to determine the factors most frequently influencing food purchase and to determine the association between income and the influence of certain factors on food purchase. The second study also used data from the questionnaire and identified the frequency of food purchase discussion within the sample, as well as the association between income and high levels of conversation. STATA 16 data analysis software was utilized to perform logistic regression and calculate unadjusted and adjusted odds ratios and 95% confidence intervals for each of the first two studies. The third study utilized qualitative interviews of questionnaire participants from each of the four family communication pattern types to collect data and thematic analysis was used to determine how families with children communicate about food or other purchases.
Participants in the online questionnaire reported availability, buyer preference, household preferences, and convenience as most frequently influencing their food purchases of both fruits/vegetables and “junk” food, or food generally considered non-health promoting. For fruits and vegetable purchases, there was a statistically significantly increased odds of marketing as an influence in households with income of less than $50,000 compared with households with an income of $100,000 or more (OR=9.01; 95% CI: 4.06, 20.01), and the association was attenuated, but remained statistically significant when adjusting for numerous demographic characteristics (AOR=7.56; 95% CI: 2.15, 26.52). Additionally, households in the lowest income group had statistically significantly increased odds of food quantity influencing fruit/vegetable purchases when compared to the highest income group, although findings were no longer statistically significant after adjustment for marital status, education, and age. (OR=2.66; 95% CI: 1.05, 6.74 and AOR=1.27; 95% CI: 0.26, 6.14). There were similar associations for “junk” food, in that the lowest income group had increased odds of marketing (OR=4.21; 95% CI: 1.91, 9.30 and AOR=2.21; 95% CI: 0.77, 6.36) and food quantity (OR=2.53; 95% CI: 1.16, 5.52 and AOR=4.05; 95% CI: 1.08, 15.23) influencing their purchasing when compared to the highest income group, although adjusted results were only statistically significant for the food quantity outcome. For “junk food”, the lowest income group also had increased odds of food beliefs influencing their purchase compared to those with incomes $100,000 or more (OR=3.02; 95% CI:1.39, 6.60 and AOR=2.42; 95% CI: 0.79, 7.43).
The second study, which utilized data collected from the online questionnaire, revealed that nearly 94% of participants reported discussing food purchase with their families, and over half (51%) of participants reported high levels of conversation orientation. Households with incomes $50,000-$99,999 had increased odds of reporting high levels of conversation compared to those with incomes of $100,000 or more (OR=2.43; 95% CI: 1.06, 5.57), and these odds remained similar in an adjusted model including both income and education (AOR=2.61; 95% CI: 1.23, 5.60).
The qualitative study reaffirmed that many families talk about food purchase and want children to understand the cost of items that are purchased. The family communication pattern types derived from the scale used in the questionnaire were often not evident based on responses given during the interviews. Reliance on the primary shopper to do all parts of the food acquisition process was a prominent theme derived from the interviews, and while some preferred this, others noted wishing they had more assistance from their partner or other family members. Participants also frequently noted the cost of food as a major concern more generally, and that price does play a major role in what they decide to purchase when shopping.
The findings from these three studies indicate that families are communicating about food purchase and identifies key purchasing influences. Regardless of a family’s communication about other topics, food purchase discussion may be an opportunity for children to influence the food that is brought home by the primary food shopper. Thus, health professionals should consider leveraging discussions of balanced diets with both children and caregivers to influence the purchase of healthy food options for consumption.