The role of intuitive eating influencers in alleviating food-related guilt: evidence from Spain

Purpose The purpose of this study is to examine whether exposure to intuitive eating influencers on social media can foster healthier eating behaviours and reduce food-related guilt among their followers, and to analyze whether these effects vary as a function of individuals’ history of disordered eating. Design/methodology/approach An online survey was distributed through Instagram Stories posted by intuitive eating influencers. A total of 422 responses were collected from their followers. Findings The study shows that the beneficial effects of following intuitive eating influencers, specifically in terms of reducing food-related guilt by improving one’s relationship with food, will only occur in individuals who do not present an eating disorder. Practical implications These findings have relevant public policy implications, suggesting that exposure to intuitive eating influencers may be an effective tool for improving individuals’ relationships with food. Notably, such exposure may be particularly beneficial for preventive efforts, especially among individuals who do not recognize or disclose disordered eating behaviours. Originality/value This study contributes to the emerging literature on intuitive eating influencers, a phenomenon that has only recently begun to attract scholarly attention. Unlike previous research, which has primarily focused on consumers’ decision-making regarding healthy foods, this study emphasizes the potential of such influencers to reduce food-related guilt.