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Food and cultural norms: rural mothers' selection of nutrition intake for their young children

Fozia Ahmed Baloch (School of Educational Studies, Universiti Sains Malaysia, George Town, Malaysia)
Nazir Ahmed Jogezai (School of Educational Studies, Universiti Sains Malaysia, George Town, Malaysia)
Shaik Abul Malik Mohamad Ismail (School of Educational Studies, Universiti Sains Malaysia, George Town, Malaysia)

Health Education

ISSN: 0965-4283

Article publication date: 30 April 2020

Issue publication date: 4 June 2020

304

Abstract

Purpose

This study aimed at exploring food related cultural norms that influence rural mothers' food selection for their primary school aged children (aged 4–7 years).

Design/methodology/approach

This is a qualitative study conducted in northern parts of Balochistan province of Pakistan. The Theory of Planned Behaviour (TPB) was applied as the theoretical framework of the study. Within a qualitative research method four focused group interviews with 30 rural mothers were employed to generate data.

Findings

The study found that mothers’ food selection for their children was heavily influenced by certain cultural norms that have become taboos with the passage of time. It is evident through findings that subjective norms have a greater influence on mothers' behaviour than their attitude and perceived behavioural control (PBC).

Originality/value

We ensure originality of this research paper as fewer researches have been conducted to further elaborate the link between socio-cultural norms and food selection. In particular, the influence of this close relationship on child health has been of limited consideration in a developing context. This paper has neither been published elsewhere, nor it is currently under consideration for publication in any other journal.

Keywords

Acknowledgements

This research received no specific grant from any funding agency in the public, commercial or not-for-profit sector. Declaration of conflicting interests: The authors declared no potential conflicts of interest with respect to the research, authorship and/or publication of this article.

Citation

Baloch, F.A., Jogezai, N.A. and Mohamed Ismail, S.A.M. (2020), "Food and cultural norms: rural mothers' selection of nutrition intake for their young children", Health Education, Vol. 120 No. 1, pp. 87-106. https://doi.org/10.1108/HE-09-2019-0040

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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