Journal
JOURNAL OF BUSINESS ETHICS
Volume 91, Issue 2, Pages 299-311Publisher
SPRINGER
DOI: 10.1007/s10551-009-0084-2
Keywords
parents; children; ethics; food advertising
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The children's market has become significantly more important to marketers in recent years. They have been spending increasing amounts on advertising, particularly of food and beverages, to reach this segment. At the same time, there is a critical debate among parents, government agencies, and industry experts as to the ethics of food advertising practices aimed toward children. Thea present pound study examines parents' ethical views of food advertising targeting children. Findings indicate that parents' beliefs concerning at least some dimensions of moral intensity are significantly related to their ethical judgments and behavioral intentions of food advertising targeting children as well as the perceived moral intensity of the situation.
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