Media and social influences on healthy eating

Promoting healthy eating is essential for reducing obesity and improving human health and wellbeing. This study aims to comprehensively investigate the roles of media, social support (parental and peer), and individual factors (health value and self-efficacy) in motivating healthy eating behaviour, with a specific focus on Gen Y. Data were collected using online consumer panels, and the final usable surveys consisted of 704. Structural modelling analysis reveals that exposure to positive media messages is positively associated with health value, and this association is mediated by perceived parental and peer support for healthy eating. The findings also suggest health value is an important determinant of healthy eating. Notably, self-efficacy towards healthy eating positively mediates the health value-healthy eating relationship. This study has important implications for researchers, social marketers, public health authorities, and policymakers in crafting more effective strategies and campaigns to enhance health value and healthy eating among Gen Y.