Cultural Norm and Picky Eating: Food environment and purchases of the B40 in PPR Lembah Subang, Petaling Jaya, Malaysia

Norzayana Yusof; Huey Min Liew; Kishen Tulsidas Adnani; Abdolhossein Zameni

doi:10.21834/e-bpj.v10i33.7281

Authors

Norzayana Yusof Faculty of Business, Economics and Accounting, HELP University, Kuala Lumpur, Malaysia
Huey Min Liew Faculty of Business, Economics and Accounting, HELP University, Kuala Lumpur, Malaysia
Kishen Tulsidas Adnani Faculty of Business, Economics and Accounting, HELP University, Kuala Lumpur, Malaysia
Abdolhossein Zameni Faculty of Management (Master of Management), University of Niagara Falls Canada, Ontario, Canada

DOI:

https://doi.org/10.21834/e-bpj.v10i33.7281

Keywords:

Stunting, cultural norm, picky eating, urban poor

Abstract

Addressing child malnutrition in Malaysian bottom 40 (B40) communities requires understanding the in-home dynamics. This qualitative case study explores how cultural norms and children's picky eating influence food environment and purchases among 29 residents in PPR Lembah Subang. Bridging a research gap, findings reveal that parents navigate a complex tension: while aspiring to cultural and nutritional ideals, financial constraints and children's refusal of certain foods often compel them to purchase less healthy, yet accepted, items. This illuminates the practical trade-offs families make, offering vital insights for designing culturally sensitive interventions to improve child nutrition in urban poor contexts.

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