Media and personal socialization agents toward emerging adults’ recipe choices: a cluster approach

As emerging adults (18–25) establish food decision-making independence, this study examines personal and media influences on their recipe choices via segmented approach. A survey during COVID-19 (N = 556) assessed preferred recipe socialization agents (family members, friends, celebrity chefs, celebrities, food influencers). Two-step clustering identified three pre-COVID-19 and seven during-COVID-19 clusters with varying recipe socialization agents, revealing the dynamic, negotiated nature of recipe socialization in emerging adulthood, with both shared and differing preferences. The cluster shifts during COVID-19 reflected changes unique to emerging adulthood. These insights help scholars and foodservice businesses better understand emerging adult food consumer socialization.