Abstract
INTRODUCTION: Mothers are the main mediators in the process of selecting and buying food for their children. OBJECTIVE: Describe the purchasing attitude of mothers in response to the demand for ultra-processed foods by children between 8 and 12 years of age. For this, it was proposed: i) Characterize the ultra-processed foods that children request according to their mothers, ii) ii) Identify the factors considered when purchasing the foods requested by their children, iii) Evaluate their perception of the influence of advertising in their children's demand for food, and iv) Describe their attitude towards the behavior of children during purchases of ultra-processed foods. METHODS: Non-experimental, cross-sectional, and descriptive quantitative study. An online survey was designed that allowed reaching the participation of 126 mothers of 153 children. Data were analyzed using univariate descriptive analysis techniques. RESULTS: Sweet and salty cookies, desserts and ice creams, and sugary drinks were the products most requested by children. Mothers mainly considered price and nutritional quality when purchasing these foods. In addition, 83.3% of mothers stated that food advertising influences their children's demands. At the insistence of the children, more than 50% of the mothers occasionally agreed to purchase, although 73.8% had no difficulties refusing the requests. CONCLUSION: The purchasing attitude of mothers mediates between the demands of their children and their own decisions, establishing limits regarding certain foods requested.