Abstract
Purpose
This paper aims to present an analysis of the various dimensions of naturalness that shape the consumption practices of parents with young children.
Design/methodology/approach
The study builds on semi-structured interviews with 17 mothers and fathers focusing on parental decision-making in everyday consumption from pregnancy to the first years of the child’s life.
Findings
Naturalness is a tool allowing parents to navigate in a world of risks and part of an everyday consumption practice that constructs and maintains children as vulnerable and parents as responsible. Parents perceive naturalness as something with three dimensions: familiarity, purity and culture. These three dimensions lead to different parental practices around consumption.
Originality/value
The analysis contributes to the authors’ understanding of parenting, childhood, risk, safety and consumption by showing how and why parents of young children construct naturalness as a three-dimensional ideal in their consumption practices.
This paper aims to present an analysis of the various dimensions of naturalness that shape the consumption practices of parents with young children.
Design/methodology/approach
The study builds on semi-structured interviews with 17 mothers and fathers focusing on parental decision-making in everyday consumption from pregnancy to the first years of the child’s life.
Findings
Naturalness is a tool allowing parents to navigate in a world of risks and part of an everyday consumption practice that constructs and maintains children as vulnerable and parents as responsible. Parents perceive naturalness as something with three dimensions: familiarity, purity and culture. These three dimensions lead to different parental practices around consumption.
Originality/value
The analysis contributes to the authors’ understanding of parenting, childhood, risk, safety and consumption by showing how and why parents of young children construct naturalness as a three-dimensional ideal in their consumption practices.
| Originalsprog | Engelsk |
|---|---|
| Tidsskrift | Young Consumers |
| Vol/bind | 19 |
| Udgave nummer | 3 |
| Sider (fra-til) | 296-309 |
| Antal sider | 14 |
| ISSN | 1747-3616 |
| DOI | |
| Status | Udgivet - 7 aug. 2018 |