Objective To explore the current situation and factors associated with feeding behavior among parents of preschool children, so as to provide evidence for scientific intervention in parental feeding behavior.

Methods Cluster sampling was used to recruit parents of kids in 7 kindergartens in Luohu District, Shenzhen in October 2020 for an electronic questionnaire survey. Multiple linear regressions were used to analyze factors associated with parental feeding behavior.

Results Multiple linear regression analysis showed the parents who had only child (β = 0.13, P < 0.001), whose children were overweight or obese (β = 0.05, P = 0.036) and who believed that their children were overweight or obese (β = 0.08, P = 0.025) were more likely to have restricted eating behavior. Mothers with higher education background (β = − 0.07, P = 0.010) and parents who had only child (β = − 0.09, P = 0.002), who believed that their children were overweight or obese (β = − 0.20, P = 0.016) were less likely to force their kids to eat. Stem or joint families (β = 0.12, P = 0.001) were more likely to treat food as a reward for their kids. Parents who had only child (β = 0.08, P = 0.043) and higher monthly income (β = 0.09, P = 0.001) were more likely to supervise their kids to eat.

Conclusion Parents who have a biased perception of their children’s weight, the only child, high income, and stem/joint families may be more prone to unreasonable feeding behaviors.