The impact of parents' attitudes on children's lunchbox contents: An empirical examination

This study investigated children’s school lunchboxes and explored the influence of parents’ attitudes on the food contents packed for lunch. Drawing on exchange theory, the study explores the relationship between carer... [ view full abstract ]

This study investigated children’s school lunchboxes and explored the influence of parents’ attitudes on the food contents packed for lunch. Drawing on exchange theory, the study explores the relationship between carer attitudes (perceived benefits and barriers) towards healthy eating and the lunchbox contents a carer packs for their child. An online survey aimed at parents was completed by 572 respondents. Statistical analysis techniques including one-way ANOVA and Exploratory Factor Analysis (EFA) were used to analyse the data. The analysis revealed that perceived benefits and barriers towards packing healthy foods had a significant impact on the reported contents packed for lunch. Results indicate the segment with higher perceived benefits and lower perceived barriers for healthy reported packing healthier foods than the remaining three segments. Social marketers should develop interventions to promote the benefits of healthy eating while overcoming the barriers. Study limitations and future research directions are outlined.