Influence of Online Food Platforms on Healthy Eating in Kilimani, Kenya

Abstract

This study investigated the impact of online food platforms on healthy eating behaviors among residents of Kilimani, Nairobi. While these platforms promote healthier options through strategic messaging and visually appealing content, they may also inadvertently encourage unhealthy consumption patterns by making misleading health claims and promoting the commercialization of "health" foods. Three objectives guided the study: 1) To analyze online food platforms' language and messaging strategies to promote healthy eating among Kilimani residents, 2) To investigate how the visual representation of food on online platforms influences the dietary choices of Kilimani residents, and 3) To examine the role of user-generated content (such as reviews and feedback) of online food platforms in shaping healthy eating behaviors among Kilimani residents. The Elaboration Likelihood Model (ELM) was adopted as the theoretical framework, as it enabled an examination into how both central and peripheral cues in digital communication influence food-related decision-making. The study employed a qualitative exploratory research design to allow for an in-depth understanding of how persuasive strategies embedded in digital platforms impact consumer behavior. Participants were identified from a WhatsApp community group for Kilimani residents, where conversations about food platforms were actively taking place. Purposeful sampling was used to recruit individuals who had contributed to discussions about food platforms, thus ensuring that participants possessed relevant knowledge and experience. Data was collected through semi-structured interviews, which allowed flexibility to probe participants' experiences and perspectives. Thematic analysis was then applied to identify key themes emerging from the data. The findings revealed that language and messaging on food platforms are shaped around healthoriented terminology, persuasive framing, and authenticity claims, all of which influence perceptions of healthfulness and trust. Visual representation emerged as a central factor in food choice, with aesthetic appeal, impulse triggers, and gendered targeting shaping how residents interpreted food images. User-generated content was found to play a crucial role in building trust, providing motivation, and enhancing the accessibility of information for healthier choices. The study concludes that online food platforms have a strong influence on dietary decision-making by combining persuasive language, compelling visuals, and peer-generated content, which collectively shape perceptions of health, quality, and desirability. It recommends that communication strategies on food platforms be critically assessed to ensure accuracy, inclusivity, and cultural sensitivity, particularly in light of their growing role in shaping eating habits among urban residents. The study contributes to communication scholarship by extending the understanding of persuasion in the context of food consumption. It offers implications for health communication and policy interventions designed to promote healthier eating behaviors.