Abstract
This study investigates how Pakistani children influence parental decisions in the fast-food sector despite awareness of its adverse effects amidst a rising trend of fast-food consumption due to time constraints and parental concerns about nutrition. It aims to explore this relationship and assess parental roles in mitigating children's influence. Addressing a research gap, the study examines children's impact on fast-food purchases in Pakistan, considering parental responses and the industry's adaptation to local preferences. Qualitative data collection identifies factors such as time availability and advertising that shape parental decisions. Recommendations include healthier offerings from fast-food companies and parental guidance for balanced eating habits. This research contributes to understanding the dynamics of children's influence on parental decision-making in fast-food consumption, potentially promoting healthier choices among Pakistani children, while also suggesting areas for further investigation.
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