Examining the ability of children to make competent purchases in food retailing

This study investigates children's ability to make competent purchasing decisions in food retail environments by examining affective, cognitive, and conative components of their behavior. Utilizing a virtual supermarket simulation, data were collected from 692 children aged 8 to 10 through a mixed-methods approach combining individual interviews and computer-based shopping tasks. Regression analyses assessed the influence of hunger, enjoyment, brand awareness, mathematical skills, financial planning, and shopping time, with attention to gender-specific effects. The findings reveal that hunger negatively affects purchasing quality, while enjoyment promotes adherence to shopping lists. Cognitive abilities, including mathematical skills and financial planning, enhance decision-making by reducing impulsive purchases and fostering cost-effective choices. In contrast, higher brand awareness is associated with more off-list purchases and decreased cost efficiency. Prolonged shopping time positively impacts decision quality, with boys showing particular improvement, whereas girls benefit more from strong mathematical skills. The study offers practical insights for various stakeholders. Educational programs should emphasize financial literacy and self-regulation, while retailers can improve child-friendly shopping environments. Policymakers are encouraged to introduce clearer labeling and restrict persuasive marketing aimed at children. Parents play a key role in fostering budgeting skills and involving children in shopping activities. By applying the three-component model of attitudes to children's consumer behavior, this research provides novel insights into the factors influencing purchasing competence and proposes actionable strategies to enhance children's decision-making in retail contexts.