We Have to Eat That Too! Examining Injunctive and Descriptive Norms in Food-Related Social Media Use

Drawing from the theory of planned behavior (TPB) and cultivation theory, the current study explores how descriptive and injunctive norms are influenced by food-related social media use, and the impact it can have on food consumption and social media sharing intentions. An online survey was conducted with 243 participants. Findings revealed that using food-related social media use positively related to descriptive norms, injunctive norms, and attitudes toward social media content. Our findings suggest that descriptive norms, or the perception that friends and families are often consuming foods seen on social media, plays a factor in one’s intentions to share food-related content and mediates the intentions to consume food seen on social media. By exploring the role of relational influences on social media sharing behaviors and consumption intentions, this study can shed light on individual processes of food-related digital technology use and engagement. Understanding engagement with food content on social media can provide practical implications for food marketers and content creators.