The Other Pandemic: A Conceptual Framework and Future Research Directions of Junk Food Marketing to Children and Childhood Obesity

Abstract

During the last two decades, childhood obesity has become a global pandemic, creating harmful impacts on children, tutors, and society. If the obesity/overweight trend continues upwards, especially in developing countries, it may significantly alter millions of children's professional, social, and psychological well-being. Furthermore, it is conceivable that when obesity/overweight issues appear at a young age, they may persist during adulthood and disrupt individual development and community well-being. By targeting children at a very young age and with a broad array of strategies, junk food marketers have often been accused of inducing children to (over)consume junk food from an early age and throughout adolescence until adulthood. This paper reviews the literature about childhood obesity/overweight and junk food marketing strategies to develop a conceptual framework delineating the forces and counter-forces to the childhood obesity phenomenon and identify avenues for future research and managers.