The Role of Social Media in Shaping Food Consumption Choices Among Young Consumers: A Systematic Literature Review

Background and objective: Social media has become a dominant food environment for adolescents and young adults, yet evidence on its influence on their food choices is fragmented across marketing, public health and consumer psychology. This review synthesises peer-reviewed evidence on the role of social media in shaping young consumers’ food consumption choices and identifies a future research agenda. Methods: A systematic literature review followed PRISMA 2020. Scopus was searched for English-language articles published in 2016-2026 in ABDC A*, A and B-ranked journals. Of 2,111 records, 24 studies met the eligibility criteria and were analysed thematically. Results: Eleven of the 24 studies appeared in 2025-2026; 75% were quantitative and Instagram was the most studied platform. Influencer credibility, emotional contagion, narrative self-referencing, moral identity, colour-saturated food imagery, peer norms and platform-specific formats such as TikTok videos and livestreams shaped food attitudes, purchase intentions and behaviour. Unhealthy food cues exerted stronger effects than healthy ones, and adolescents’ recognition of persuasive intent was not protective. The evidence relies heavily on cross-sectional, self-reported designs and Western and East Asian samples, and only one study centred on Generation Z. An integrative Stimulus-Organism-Response model and a nine-area research agenda are proposed. Conclusion: Social media is a double-edged sword: it mainly promotes unhealthy food choices but, when designed around peer enjoyment, credibility and social proof, can promote healthier and more sustainable eating, informing marketers, educators and policymakers.