Social media users who see images of healthy foods with heavy endorsement via 'likes' are more inclined to choose healthier options, according to new research from psychologists at Aston University's College of Health and Life Sciences. Participants exposed to highly liked Instagram posts of fruits and vegetables consumed a significantly higher proportion of grapes over cookies, with grape intake rising by 14% more calories compared to those viewing high-calorie foods.
This study explored the immediate impact of socially endorsed social media posts on eating behavior. The 169 participants, averaging 21 years old (ranging from 18 to 48), viewed fabricated Instagram posts featuring various foods with either few or many 'likes,' then had access to grapes and cookies.
Beyond fruits and vegetables, the posts included less nutritious items like cakes and cookies, plus non-food images such as stylish interiors. Notably, only highly liked healthy food images led to greater grape consumption compared to others.
Lead researcher Lily Hawkins, a psychology PhD student at Aston University supervised by Dr. Jason Thomas, stated: "Our findings indicate that not just exposure to healthy food images on social media, but those strongly endorsed with 'likes,' can motivate people to opt for healthier foods over less nutritious ones."
"What others approve of and share about food online can shape our real-world eating habits, leading to more healthy meals and snacks."
"This may stem from perceiving popular approval of fruits and vegetables, prompting conformity to perceived norms."
The results suggest social media could promote healthier eating by promoting accounts with positive, balanced messages featuring nutritious foods.
Professor Claire Farrow, director of Aston University's Applied Health Research Group, added: "Social interactions powerfully influence our eating patterns—what, when, and how much we eat. This research underscores social media's role in channeling those influences digitally."
"People don't just passively scroll; this online info actively molds food preferences, particularly when many 'likes' signal popularity. Encouragingly, healthy food exposure boosted healthy intake."
