This paper aims to provide insight into why organic food consumption in families decreases when children become adolescent. Further, it seeks to derive practical implications for food marketing.
The results stem from two qualitative studies. In the first study the development of organic food consumption in families was investigated from a parents' perspective. In the second, juveniles' influence on organic food consumption in families was examined. In both studies data were collected by means of problem‐centred interviews. Data were analysed with Grounded Theory procedures according to Strauss and Corbin (1990) in the first study and with content analysis according to Mayring (2007) in the second.
Children's transition into adolescence often represents a causal condition for a reduction of organic food consumption in families due to juveniles' preferences for conventional food in product categories such as sweets, salty snacks or breakfast cereals. Concessions of parents to their children's preferences are based on strategies like being liberal, avoiding conflicts or letting children have their own experiences. Parents' strategies depend on their evaluation of conventional food.
Marketing for organic food should increasingly involve the demands of juveniles since they are considered to be an attractive target group.
No insights exist for the investigated phenomenon.
