Exploring the social norms regarding parents' food provision in Australia using story completion methodology.

Children's diets are not aligned with dietary guidelines, with the social context including social norms being one factor influencing parents' food provision. Little is known about social norms in broad society that parents face when providing food to children. We aimed to determine the social norms surrounding family food provision from the perspectives of Australian adults. This qualitative study used story completion methodology via an online survey to gather hypothetical stories from adults (≥18 years). Participants were presented with a story stem focusing on home food provision. Stories (i.e. data) were coded and analysed using thematic analysis. Five themes were identified from the data (N = 75); 1. Providing a healthy snack, 2. Providing justification for the provision of unhealthy convenience foods, 3. Increasing child autonomy in food provision, 4. Mealtimes are a social occasion, and 5. Contextual factors influencing food provision and social norms. From these themes, social norms were identified around providing healthy foods and justifying non-adherence to healthy eating guidelines and evolution of family life and mealtime values. This study provides new knowledge that there are social norms around parents providing healthy foods and needing to justify non-adherence to healthy eating guidelines, as well as the norm that family life and mealtime values are evolving. This highlights the need to consider the broader context that influences food choices. Furthermore, this study highlights the utility of novel methods in this field.