Social norms and dietary behaviors among young adults

Background. Little research has investigated the role of descriptive social norms (i.e., perceived behavior of influential others) in shaping young adults' dietary behaviors. This study sought to examine whether social norms of three distinct referents (family, friends, significant other) predict young adult dietary behaviors and whether this varies by living arrangement (living alone vs. with a referent). Methods. A cross-sectional, online survey of 964 diverse community college and public university students living off campus in one Midwestern metropolitan area measured participants' dietary behaviors (self-reported intake of fruits and vegetables, sugar-sweetened beverages, and fast food; frequency of preparing own dinner) and perception of their family's, friends', and significant other's frequency of performing the same behaviors (high vs. low). Linear regressions examined associations between family, friend, and significant other social norms and dietary behaviors, controlling for living arrangement and socio-demographic characteristics. Results. In unadjusted analyses, young adults consumed more fruit and vegetables, sugar-sweetened beverages, and fast food when they perceived that their family, friends, or significant other also performed those behaviors. Frequency of preparing own dinner was positively associated with friend social norms only. In adjusted analyses, family social norms significantly predicted sugar-sweetened beverage and fast food consumption while friend social norms were associated with fruit and vegetable consumption, fast food consumption, and preparing own dinner. Living arrangement was not significantly associated with dietary behaviors after controlling for social norms. Conclusions. Perceived behavior of family and friends each significantly predicted young adult dietary behaviors independent of living arrangement and other social norms.