Understanding behavioural pathways in WhatsApp-based video nutrition extension for child feeding practices

¹ Department of Communication and Community Development Sci. Faculty of Human Ecology (FEMA)-IPB University IPB University, Bogor 16680, Indonesia
² SEAMEO RECFON, Jakarta, 13120, Indonesia
³ Faculty of Communication, University Muhammadiyah Prof. Dr. HAMKA, Jakarta, 12130, Indonesia

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

Stunting is still a major public health issue in Indonesia, affecting 19.8% of children under five. To remedy it, we need nutrition programs that focus on behaviour. A primary reason for chronic undernutrition is that carers often feed children in ways that are not good for them, depending on what they think they can accomplish instead of what they know. This study examined a WhatsApp-based nutrition extension strategy that draws on the Technology Acceptance Model and the Theory of Planned Behaviour. A non-randomized quasi-experimental pre-post design with a control group of 128 parents or carers of PAUD students in East Lombok, Indonesia (July-October 2025). The intervention group (n = 64) received brief educational and recipe-based films over 10 weeks, whereas the control group received brochures. There were no significant differences in feeding behaviour among the groups; however, the intervention groups showed a slight improvement in attitudes. PLS-SEM showed that the features of a message affected how easy it seemed (β = 0.457; p = 0.004), which in turn, affected how people ate (β = 0.587; p < 0.001; R² = 0.392). These findings indicate indirect behavioural effects, underscoring the need for ongoing, interactive support.