Föräldrars konsumentbeteende och matval : En kvalitativ studie om barnfamiljers attityder kring asiatisk mat i Sverige.

Sammanfattning: Abstract: Consumer behaviour develops during different life stages, as emphasized by Solomon et al. (2016). Notably, the transition to parenthood entails significant changes, challenging pre-existing consumption routines and introducing new priorities, especially in terms of dietary habits (Hamilton & White, 2012). While there is research on consumer behaviour in older adults, exemplified by Moschi's (2012) study, a comprehensive understanding of how parenting uniquely shapes food consumption patterns is lacking. Food is an important consumption, especially for parents and Asian food has become popular in Sweden, and many parents have long encouraged their children to try different flavours. The study thus investigated the respondents' consumption and view of Asian food using a qualitative method, a series of semi-structured interviews. The introduction of Asian dishes in a Swedish context constitutes a culinary journey that differs from traditional Swedish home cooking and constitutes an interesting dynamic in terms of changing eating habits.The results indicate that parents' consumption behaviour changes when they have children, and parenthood is found to have a significant impact on families' consumption habits and lifestyles. Parents become more aware of the content and nutritional value of products and show an increased preference for healthier but also more affordable options in connection with becoming parents. Through the Theory of Planned Behaviour (TPB), our study highlights how attitudes, influence from the environment and perceived control are woven together and influence families' food choices. The fascination and appeal of Asian flavours is evident, and these dishes seem to convey stories of distant places. Despite this fascination, families encounter challenges on their culinary journey, where the balance between price and quality is critical and navigating the multifaceted world of Asian cuisine can be confusing, especially for the less familiar. Despite these obstacles, the drive to incorporate new tastes and cultural experiences into the children's everyday life is strong.This study offers insights that can benefit grocery stores and companies in the food industry. Marketing strategies and product offerings can benefit from these insights by focusing on nutritional benefits and cultural enrichment in the marketing of Asian products to Swedish families with children.