A influência das embalagens de alimentos e do marketing direcionadas ao público infantil: uma revisão sistemática

Abstract

Food packaging has long ceased to perform its basic functions, and has become an object of marketing and advertising, especially with children and promoting foods considered unhealthy, rich in sugar, salt, fat and with little nutritional composition. thus to increase childhood obesity which has become a cause of concern for rulers. Therefore, the general objective of this work was to carry out a bibliographic survey about the influence of food product packaging, advertising and advertising, marketing, labels and attributes that can draw the attention of children in the purchase decision process and persuasion towards the parents and demonstrate that this influence can be used to encourage the consumption of healthy foods by children. A bibliographic search was carried out in the databases of Science Direct, Scielo and through Capes Journal, and only international articles that presented the most relevant research on packaging, marketing and advertising and the influence exerted by them on children's consumers were chosen. Therefore, the research was carried out using the following keywords: children; marketing; packaging; advertising and its equivalents in English, preferentially choosing works from the last 10 years of publication. It was found that the packaging and its attributes really influence the time of purchase and that children have the power of persuasion with their parents or guardians, inducing them to purchase, that the marketing industry is aware of this information and uses this to their advantage, promoting their products, which the children's audience attaches importance to attributes such as color, shape and gifts, the labels draw their attention due to their color and the use of children's characters. From another perspective, it was shown that packaging and its attributes can be used to promote the intake of healthy foods, that the colors of utensils also influence consumption and that the marketing of certain industries has already started to do this procedure. Therefore, the packaging sector uses marketing, colors and gifts very well to conquer the children's audience and thus leverage their sales.