From Likes to Lifestyle: Exploring the Adoption of Healthy Food Recommendations on Social Media in Indonesia

Social media has become a powerful medium for disseminating information about healthy eating habits, influencing consumer decisions. This study investigates the adoption of healthy food recommendations shared on social media by examining the roles of social system attributes (identification, interaction, and information value), recommendation credibility, and usefulness. Using a survey of 165 respondents and Structural Equation Modeling (SEM) analysis, the results reveal that identification, interaction, and information value significantly impact recommendation credibility and usefulness, which in turn drive adoption behavior. The findings emphasize the importance of trust, relevance, and engagement in promoting healthier dietary choices through social media. These insights offer practical implications for content creators, social media platforms, and public health campaigns aiming to encourage sustainable health behaviors.