Author

Mayea S. Fuentes*
Capiz State University – Main Campus, Roxas City, Capiz, Philippines

Abstract

Social media plays a significant role in shaping the food choices and preferences of Gen Z in Capiz by exposing them to trends, reviews, and visually appealing food content that influence their decisions on what to eat. This study examined how social media platforms shape the food choices, preferences, and eating behaviors of Generation Z in Capiz. Using a qualitative descriptive design, the research explored where Gen Z encounter food-related content, how they perceive its influence, and how they respond to online food trends. Thirty-two participants from different municipalities in Capiz were purposively selected and engaged in in-depth, semi-structured interviews, with data analyzed through thematic analysis. Findings revealed that Gen Z primarily encounter food-related content on platforms such as TikTok, Facebook, Instagram, YouTube, and Reels, with a high frequency of exposure shaping their awareness and preferences. Social media emerged as a catalyst for food desire, curiosity, and trend-driven consumption, as participants reported increased cravings and interest in visually appealing and viral foods. Additionally, social media significantly influenced decision-making, with food choices shaped by influencers, reviews, algorithm-driven content, and the popularity of restaurants and brands. Repeated exposure to such content often resulted in shifts in taste preferences and the desire to try trending foods. Moreover, social media functioned as a learning and experiential space where participants developed cooking skills, explored diverse cuisines, and recreated recipes at home. At the same time, participants demonstrated critical awareness by considering factors such as authenticity, health implications, affordability, and accessibility when engaging with food trends. Their responses reflected a balance between influence and personal judgment, highlighting both the benefits and limitations of digital food content. Based on these findings, the study proposed a Social Media Health Tips in Eating Good Foods for Gen Z in Capiz to promote informed, healthy, and responsible food choices. The guide aims to enhance critical thinking, health awareness, and practical decision-making, positioning social media as both a tool for learning and a space requiring mindful engagement.

Keywords: Generation Z, social media, food choices, eating preferences, food literacy, qualitative research.

*Corresponding author / Email: fuentesmayea@gmail.com
DOI: http://doi.org/10.69651/PIJHSS05021081

Recommended citation:
Fuentes, M. S. (2026). Social media influences on food choices: A study of online food preference of Gen Z in Capiz. Pantao (The International Journal of the Humanities and Social Sciences) 5 (2), 3071-3097. http://doi.org/10.69651/PIJHSS05021081

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