Work

Cultural characteristics in food communication: consumption patterns, food and health narratives across European social media communities

Year: 2025

Type: article

Abstract: BACKGROUND: Food content on social media platforms has emerged as a powerful influence on consumer perceptions, preferences, and purchasing decisions, with growing implications for public health. Given that food preferences and eating habits are rooted in cultural background, understanding how these cultural dimensions shape digital food communication patterns represents a critical research gap. OBJECTIVE: This study aims to explore whether cultural value orientations are mirrored in the food content consumption patterns observed across European social media communities, and how these patterns reflect broader public health-related perceptions of food, health, and authenticity. MATERIAL AND METHODS: A comparative quantitative and netnographic analysis was conducted on the social media profiles of food influencers from 14 European countries. The structure and thematic focus of food-related content were examined across cultural clusters. The segmentation of these cultural groups was based on the Inglehart-Welzel Cultural Map, an internationally recognized framework for analyzing cross-cultural value differentiation. RESULTS: The findings indicate culturally distinct patterns in how health is communicated through food-related content. Among food influencers from Mediterranean and Central European countries, health is predominantly communicated implicitly through homemade meals, traditional dishes, and mindful ingredient selection, rather than explicit nutritional or dietary claims. In contrast, influencers from Northern and Western European countries more frequently embed health communication within personal narratives and lifestyle-oriented content, where everyday experiences and emotional self-disclosure play a central role. DISCUSSION AND CONCLUSIONS: The study demonstrates that health narratives in food communication are culturally constructed. Understanding such culturally embedded consumption behaviors contributes to more effective food communication and may support preventive health communication in online environments.

Source: Roczniki Państwowego Zakładu Higieny

DOI: 10.32394/rpzh/217198

Authors: Míra Mohr, Mária Törőcsik

Institution: University of Pecs

Language: English

Topic: Nutrition, Health and Food Behavior

Subfield: Nutrition and Dietetics

Field: Nursing

Domain: Health Sciences

SDGs: Good health and well-being, Zero hunger

Open Access status: gold

Estimated APC paid: $161