Eureka! Institutional Repository

The purpose of this research is to examine the relationship between advertising and food choices of infants and children of the Region of Central Macedonia. It also aims to explore other factors that play a role in children's dietary choices. The study consists of three parts. The first part is the literature review. The first chapter of the literature review gives information about the history of advertising and what are the uses to promote. The second chapter of the literature review provides information on the concept of the adult consumer, how the consumers behaves, how companies study consumers’ behavior in purpose to influence them . After the adult consumer the study proceeds to the child consumer. That is, how the child behaves as a consumer, how the child reacts to the advertisements, how and why the advertisements take advantage of this group of consumers. The third chapter lists the factors that influence children's food choices, such as the advertising, parents, school and the external environment. The fourth chapter defines social media and how advertising uses social media and the internet to influence consumers. On the other hand, this chapter also mentions how consumers react to social media advertisements. This chapter also mentions that social media advertisements influence children's food choices. The fifth and final chapter of the literature review discusses the effects of unhealthy food advertising on the health of children and adults and then gives recommendations for healthy eating for adults and children by the World Health Organization. Finally, there are some useful advices for the parents about the nutrients in food. The second part of the study includes the research with the quantitative analysis (descriptive and inductive) and the tables and diagrams that resulted from the answers given by the questionnaires through the SPSS program are analyzed. The third part of the research includes the conclusions that emerged from the whole research, the comparisons are made with the bibliographic review of the present work and at the end it is presented the contribution of this research to science. In addition there are suggestions for further research.