From “For You” to Fork: TikTok's Influence on Young Consumers' Food Behaviors

Abstract

The aim of this study was to examine the impact of the TikTok platform on shaping the dietary preferences of young people. The research focused on analyzing the mechanisms through which social media influence consumer behavior in the area of nutrition, which is a particularly important issue in the context of the growing popularity of digital platforms and their effect on everyday decision‐making. The study employed an individual model of technology acceptance and use that included eight analytical dimensions: perceived usefulness, entertainment content, virality, influencer review, social influence, subjective bond, attitude, and food behaviors. Data were collected through an online survey conducted in 2025 among 406 active TikTok users. The analysis was carried out using SmartPLS4 and structural equation modeling. The results confirm that TikTok functions as a powerful tool for shaping consumer behavior, utilizing algorithmic mechanisms, social influence, and users' emotional engagement. The most influential external factors are entertainment content, followed by subjective bond and perceived usefulness. Based on the estimation, the variance of attitude towards culinary trends was explained in 68.8% and food behaviors was explained in 54.5%. The platform affects dietary preferences through various channels of influence, ranging from culinary inspiration to the development of bonds with content creators.