Background: In this study, qualitative research methods were used to explore the behavioral, normative, and control beliefs underpinning parents' decisions to purchase functional weaning food products.Methods: Seven focus groups were conducted with 44 parents in two locations in Malaysia (Sabah and Selangor). Based on the Theory of Planned Behavior theoretical framework, participants were prompted with questions about commercial weaning foods including functional weaning foods and shown several different products to stimulate discussion.Results: Important behavioral beliefs (product attributes, babies' needs and suitability of the product, perceived healthiness), referrals and influences (family and friends' opinions and experiences, internet and social media influence, health professionals' recommendation and advice) and facilitating and inhibiting factors (trust and confidence, brand and cost, and product availability and options) were identified.Conclusions: Overall functional weaning food purchase intention was influenced positively and negatively by behavioral, normative and control beliefs. To increase the awareness and commercial product knowledge on weaning food are suitable for their children, more information on functional weaning food products from reliable sources that can reach the parents and other potential customers is needed. Government, health professionals and manufacturers should work together to develop a better way to inform parents about functional weaning foods.

Purpose The purpose of this paper is to gain insight on parental attitudes towards weaning practices and weaning foods for health in Malaysia using Q-methodology. Design/methodology/approach The study population was parents that had a child aged three years or less. A total of 47 parents were recruited to partake in a one-on-one activity which involved sorting 69 statements about weaning practices and weaning food products into a grid that was normally distributed ranging from “strongly disagree” to “strongly agree”. Sorting was immediately followed by a short interview to understand the reasons behind the placement of particular statements. Findings Data analysis identified three statistically distinct participant attitudes towards weaning practices and foods for health that were then interpreted using the rich qualitative data from the post-sort interviews. The attitudes identified were “All Homemade and Natural”, “Commercial Convenience and Trust” and “Balance and Variety”. Originality/value This study identified the dominant sets of attitudes held by Malaysian parents towards weaning practices and weaning foods for health using Q-methodology. To authors’ knowledge, this is the first paper focussing on weaning foods for health, specifically on functional weaning food. This new understanding of shared attitudes will allow product developers, marketers and health communicators to more effectively design their products and their marketing mix to ensure that these messages resonate well with the target audience who want to provide the best weaning foods possible for their children.