Background. Food content on social media platforms has emerged as a powerful influence
on consumer perceptions, preferences, and purchasing decisions, with growing implications
for public health. Given that food preferences and eating habits are rooted in cultural
background, understanding how these cultural dimensions shape digital food communication
patterns represents a critical research gap. Objective. This study aims to explore
whether cultural value orientations are mirrored in the food content consumption patterns
observed across European social media communities, and how these patterns reflect
broader public healthrelated perceptions of food, health, and authenticity. Material
and Methods. A comparative quantitative and netnographic analysis was conducted on
the social media profiles of food influencers from 14 European countries. The structure
and thematic focus of food-related content were examined across cultural clusters.
The segmentation of these cultural groups was based on the Inglehart-Welzel Cultural
Map, an internationally recognized framework for analyzing cross-cultural value differentiation.
Results. The findings indicate culturally distinct patterns in how health is communicated
through food-related content. Among food influencers from Mediterranean and Central
European countries, health is predominantly communicated implicitly through homemade
meals, traditional dishes, and mindful ingredient selection, rather than explicit
nutritional or dietary claims. In contrast, influencers from Northern and Western
European countries more frequently embed health communication within personal narratives
and lifestyle-oriented content, where everyday experiences and emotional self-disclosure
play a central role. Discussion and Conclusions. The study demonstrates that health
narratives in food communication are culturally constructed. Understanding such culturally
embedded consumption behaviors contributes to more effective food communication and
may support preventive health communication in online environments.
