Modelling the enjoyment gained from vegetable dishes by a peer via Instagram is associated with vegetable intakes in young female adults

Modelling has previously been demonstrated to encourage vegetable consumption in children, while in young adults, additional considerations may be required. This work investigated the impact of modelling vegetable consumption and modelling the enjoyment gained from vegetable consumption by a peer via a social media platform, on fruit and vegetable (FV) consumption in young female adults. One-hundred females, aged 18-25 years, were randomized to follow one of three Instagram accounts for 6 consecutive days, where a female peer modelled: No Vegetable consumption (N = 20); Vegetable consumption (N = 40), and Vegetable consumption plus Enjoyment (N = 40). Fruit and vegetable consumption was measured using food diaries, the day before following the account (at study start), during the 6 days, and the day after (at study end). Appeal of each Instagram post was also measured. Using regression analyses, higher vegetable and FV intakes at study end were associated with modelling enjoyment vs no modelling of enjoyment (smallest β = .193, p = 0.04), higher ratings for post appeal (smallest β = .268, p < 0.01), and higher vegetable and FV intakes, respectively, at study start (smallest β = .338, p < 0.01). Similar effects were found during the study. No associations were found between vegetable or FV intakes and modelling vegetable vs. no vegetable consumption (largest β = -.084, p = 0.38). These findings demonstrate a role for modelling the enjoyment gained from vegetable consumption, and value from the use of a digital socially-orientated intervention, for encouraging vegetable and FV consumption in young female adults.