Exploring the motives of healthy eating choices: a netnographic study

Purpose There is a growing demand for healthy food across multicultural societies, and there are few exploratory studies that examined the motivations behind healthy eating. The purpose of this study is to explore the motives and understand the perceptions of healthy eating and how the online community conceptualizes their healthy eating. Design/methodology/approach Data were collected from the online community, such as posts and comments on YouTube channels, Facebook, Twitter and blogs using the hashtags (#healthyeating, #healthylifestyle, #foodforyourhealth, #culinarymedicine, #functionalfood and #nutrition). Content related to healthy eating was transcribed manually. Consumer motives regarding healthy food choices were explored using qualitative data analysis software using thematic analysis and applying Kozinet’s steps for data analysis. By examining communication on YouTube, Twitter, Facebook and blogs, this online study will help us to understand the motives behind healthy food choices. Findings Respondents appeared to rate food goods’ healthiness on a spectrum. Healthy eating can be conceptualized at both the concrete and abstract representation levels. The themes that emerged through thematic analysis were healthy lifestyles, culinary medicine and the perceived benefits of food. Practical implications This study will guide policymakers and marketers of food products on how to develop strategies while making food products for multicultural societies. Social networking platforms are used to disseminate information on healthy eating to the online community. Originality/value The results that were found express the need for healthy food as well as health-related problems and diseases, and they reflect subjects of interest. Social networking sites give healthcare professionals a forum to interact with and educate the online community about nutrition and health. A health care provider can actively participate in online discussion to establish rapport, respond to questions and serve as a reliable source of factual information.