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The present study seeks to identify whether mothers perceive the effect of in-store food promotional strategies on food shopping behavior of children and mediate this impact by using feeding practices. Data have been collected from 473 mothers of children in the age category 4–11 years from Punjab (India). The mothers are found to use multiple feeding practices because they recognize that the use of in-store food promotional strategies have negative effects on the health of children. They use “teaching about nutrition” and “food as a reward” practices because they find rampant use of in-store food promotional strategies.

Maternal Mediation of Retail Food Promotions Directed at Children