Entre o desejo e a necessidade: como crianças influenciam as compras de material escolar no período de volta às aulas.

Abstract

This study investigated how children influence the purchase of school supplies during the back-to-school period, considering the relationship between desire and necessity. The research focused on child consumption, media, and the role of parents as mediators. It adopted a quantitative-descriptive and qualitative approach, with data collected through an online questionnaire applied to parents and guardians. The results showed that children exert some influence over parents when purchasing school supplies; however, the final decision remains with the parents, who seek to balance consumer education with financial limitations. Another relevant finding was the strong influence of digital media on children, shaping their behavior. It is concluded that the act of purchasing school supplies goes beyond consumption, serving also as a moment of learning and value formation.