Motivation for Gluten-Free Diet Adherence among Adults with and without a Clinically Diagnosed Gluten-Related Illness

Background and Purpose: Historically used as the sole treatment for celiac disease, there has been a substantial rise in popularity of the gluten-free diet (GFD) as both a diet plan and alternative form of medicine in the United States (US). Approximately 1% of the US population suffers from celiac disease, but various reports show 30% to 80% of adults have an interest in, or are currently adhering to, a GFD. This study aimed to understand this disproportion by exploring GFD adherence motivations, in addition to medical diagnoses, within a population of gluten-free followers. Methods. An anonymous, internetbased survey was administered to assess GFD motivations and adherence within the general population (n=99). Results. Of those currently following or who had previously followed a GFD, medical diagnosis was reported by only 28.6% as motivation for GFD adherence, with 60.7% reporting general health motivations, 25.0% reporting weight loss motivations, and 21.4% reporting curiosity. Conclusion. This study supports previous research suggesting that adherence to a GFD may occur for reasons outside of a medical diagnosis. Public health educators should inform individuals about risks and misconceptions associated with GFDs when implementing healthy eating programs for adults without medically diagnosed digestive conditions

Application of the Theory of Planned Behavior and Uses and Gratifications Theory to Food-Related Photo-Sharing on Social Media

Background and Purpose: Food-related photos are prolific on social media, but little is known about user motivations for sharing food photos. While food brands have begun to strategically utilize social media to target consumers and their eating behaviors, health promotion practitioners have made less concerted efforts in this area, perhaps because there is little research into the motivations and rewards for sharing food-related photos online. This study applies the Theory of Planned Behavior (TPB) and Uses and Gratifications (U & G) Theory to food-related social media photo sharing, thus, laying groundwork for future investigations of image-based nutrition education messaging. Methods: An online survey designed within the framework of the TPB and U&G was administered to both a community population and that of a large, Southeastern university (N = 478). Results: Attitudes were generally positive toward the behavior, and, within the TPB, the only significant predictor of intention to share food-related photos on social media. Primary motives for posting were entertainment and personal utility, while those for viewing others’ posts were entertainment and information-seeking. Conclusions: Food-photo sharing is a positive, socially normative behavior through which users gather information in an entertaining way, making social media prime tools for communicating healthy eating image-based messages