Mapping the behaviour change potential of meal kits to positively influence parental food literacy

Abstract

Abstract Objective: This study aimed to examine the theoretical potential of meal kit subscription services in Australia to promote parental food literacy using the retrospective application of behaviour change frameworks. Design: A one-week subscription was purchased for all Australian-based meal kit subscription services (n 9) to access content and features available to subscribers. Behaviour change techniques (BCTs) identified in the subscription and meal planning features, meal kit delivery (i.e. ingredients and recipes) and website were coded using the behaviour change technique taxonomy (BCTTv1) and associated behaviour change frameworks. Identified BCTs were mapped to the theoretical domains framework to identify potential mechanisms of action for influencing parental food literacy development. Setting: Australia. Results: Thirty-five BCTs were identified across the nine meal kit services reviewed, ranging from nineteen to twenty-nine BCTs per company. Sixteen BCTs were common to all meal kits services, from the hierarchical clusters of ‘goals and planning’, ‘shaping knowledge’, ‘social support’, ‘natural consequences’, ‘comparison of behaviour’, ‘repetitions and substitution’, ‘associations’, ‘reward and threat’, ‘antecedents’ and ‘regulation’. Across the meal kit services, the most frequently identified mechanisms of action were motivation (n 27) and capability (n 19). Conclusion: These findings support the applicability of behaviour change frameworks to commercial meal kit subscription services and provide a theory-informed process for identifying BCTs that may be relevant for promoting parental food literacy within this context. Further research is required to explore how families engage with meal kit subscription services to determine the exposure and delivery of identified BCT content and to evaluate the potential influence on food literacy development.