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New research from Flinders University suggests that a sense of belonging to social groups profoundly shapes people's food choices, potentially steering them towards healthier options.

Professor Eva Kemps, from the College of Education, Psychology, and Social Work at Flinders University, said, "Social groups, such as one's nationality or university, provide group members with a shared social identity, or a sense of belonging, and can influence their behaviour."

The study, which focused on the impact of social affiliation on dietary habits, showed the importance of addressing collective influences on individual health decisions.

"When someone sees themselves as belonging to a group, and feels that their membership to the group is an important part of their identity, they are more likely to bring their behaviour in line with what is perceived as the 'norm' for that group," Kemps added, as per New Food Magazine.

Researchers emphasized the urgency of prioritizing healthier dietary habits, citing alarming statistics revealing that 65 percent of Australians aged 15 and above grapple with overweight or obesity, while a staggering 92 percent fail to meet the recommended daily intake of five to six servings of vegetables, and 49 percent fall short of consuming the recommended two servings of fruit.

The pervasive consumption of nutritionally deficient foods is identified as a significant driver behind the global epidemic of chronic illnesses, including diabetes, heart disease, and cancer, which stand as primary causes of mortality worldwide.

Undergraduate students served as participants in the study, with their university affiliation serving as a proxy for valued group membership, delineating whether they belonged to the same university cohort (in-group) or not (out-group).

Juliana Gleaves, lead author of the research, said, "Our study demonstrates that people within a 'group' are more likely to view the behaviour of other perceived group members as an appropriate or relevant guide. Therefore, seeing fellow group members make healthy choices -- or receiving a healthy food recommendation from them -- may promote healthier eating habits."

The study utilized Facebook groups as a platform to examine how group affiliation influences food choices. Participants demonstrated a higher likelihood of being influenced by individuals within the same social group, reflecting the concept of "herd mentality."

While the study offered promising insights, Kemps pointed out the need for further research to deepen understanding of social influence dynamics in shaping dietary behaviors.

"We hope that the outcomes of our findings will lead to further research in this area that ultimately generates improved communications and support materials for health campaigns and interventions that promote healthier food choices in social media settings and beyond," Gleaves said.