A recent study conducted by researchers at the University of Mannheim, Germany, has posed an intriguing question: can the hashtag #vegan on Instagram influence our eating habits? Social media has become an integral part of our daily lives, shaping different aspects of our behaviour, including diet. Therefore, the answer to this question could provide valuable insights from multiple perspectives.
Analysing the #vegan hashtag
The research team carried out four studies, published collectively in Appetite, to explore how vegan-related information on Instagram impacts real-life eating behaviours through psychological mechanisms. They examined over 44,000 Instagram posts containing the hashtag “vegan” using network analyses, clustering with images, and sentiment analysis.
Emerging themes
The analysed posts revealed that veganism on Instagram is often linked to themes such as food, health, fitness, cosmetics, and photography. The most common images depicted food (34.7%), non-food products (30.4%), people (7.9%), and animals (2%), indicating that vegan communication on Instagram extends beyond diet, encompassing a broader lifestyle.
Sentiment analysis
One of the study’s most fascinating aspects was the sentiment analysis of post captions—a process that evaluates a text’s emotional tone (positive, negative, or neutral). Most posts carried a positive tone, which may contribute to fostering favourable attitudes towards veganism among Instagram users. This evaluative conditioning effect, whereby repeated exposure to positive content improves attitudes towards a subject, was identified as a potential psychological mechanism driving social media’s influence.
The impact on eating habits
The studies revealed that exposure to vegan-related content on Instagram significantly influences consumer intentions offline. Positive attitudes and personal identity primarily mediate this effect. In other words, viewing vegan posts on Instagram can lead individuals to develop a more favourable perception of veganism and identify more strongly with a vegan lifestyle, thereby influencing their dietary choices.
Key psychological mechanisms
Two psychological mechanisms emerged as particularly influential: attitude and self-identity. Interestingly, passive exposure to vegan content on Instagram was more strongly associated with dietary intentions than active engagement, such as sharing or interacting with posts. Additionally, self-identity—how much an individual identifies with the vegan lifestyle—was found to be a key mediator in shaping dietary intentions.
Study findings
This research from the University of Mannheim offers a fresh perspective on how social media shapes eating habits. The findings suggest that exposure to #vegan content on Instagram can indeed influence people’s dietary intentions by fostering positive attitudes and personal identification with veganism. As social media use continues to grow, understanding these mechanisms becomes increasingly important for promoting healthier and more sustainable diets.
So, to answer the initial question, yes, a hashtag can influence what we eat. Understanding these phenomena in an increasingly digital world is essential for developing effective communication strategies that leverage these platforms to encourage healthier eating behaviours.
Read also: The vegan food industry continues to grow, valued at $92 billion by 2027
