Attitudes and behavior of parents of preschool children in the purchase of products in fast food chains

Ponašanje potrošača uvelike je pod utjecajem stavova, dok se oni formiraju temeljem iskustva pojedinca. Obitelj je prva i najvažnija zajednica u kojoj se pojedinac susreće s osnovnim društvenim normama i pravilima, te se često smatra pouzdanom referencom u odnosu na kupnju određenih proizvoda. U današnje vrijeme, roditelji ne donose uvijek zdrave prehrambene odluke; na njihovu odluku uvelike utječu djeca, čije ideje često uključuju nezdravu hranu. Proizvodi lanaca brze prehrane, kao što su McDonald`s, Burger King, KFC i dr. brzo se pripremaju i ukusni su, a djeca teško odolijevaju tom iskušenju. Porast dječje pretilosti značajnim se dijelom pripisuju nezdravim prehrambenim navikama, ali i ograničenoj fizičkoj aktivnosti. Osnovni cilj rada je istražiti stavove i ponašanje roditelja djece predškolske dobi u Hrvatskoj, upravo pri kupnji proizvoda lanaca brze prehrane.Consumer behavior is largely influenced by the attitudes, while they are formed on the basis of experience of the individual. The family is the first and most important society in which the individual meets the basic social norms and rules, and is often regarded as a reliable reference in relation to the purchase of certain products. Nowadays, parents do not always make healthy eating decisions; on their decision largely affects children, whose ideas often include junk food. Products of fast food chains such as Mc`Donalds, Burger King, KFC, etc. are quickly prepared and delicious, so children hardly resist that temptation. The increase in childhood obesity is a significant part attributed to the unhealthy eating habits and limited physical activity. The main purpose of this paper is to research the attitudes and behavior parents of preschool children in Croatia in the purchase of products in fast food chains