Exposure to Health-Related Content on Social Media and Its Effect on Millennials' Perception and Consumption of Red Rice

Abstract

Rice is a staple in the Filipino diet, but its high consumption, particularly of white rice, has contributed to rising obesity rates and health concerns in the country. As a result, there is a growing interest in alternative rice varieties, such as red rice, which offer nutritional benefits, and a rising trend among young Filipino adults. This shift is primarily driven by social media, where young adults seek out health-related information about red rice. Thus, the research aims to determine how exposure to health related content on social media affects Millennials' perceptions of the health benefits, taste, and affordability of red rice, as well as their consumption behavior. A mixed-method research design was used, combining quantitative surveys (n=106) among Millennials in Nueva Ecija and qualitative interviews with five (5) consumers and a restaurant owner offering red rice. Descriptive statistics and correlation analysis were employed to analyze the data. Results indicated that Millennials, especially those aged 31-40, are frequently exposed to health-related content on social media, which positively influences their perceptions of the health benefits and taste of red rice. However, in terms of affordability, it remains a significant barrier, as some respondents note that red rice is more expensive than white rice. On the other hand, the study reveals a strong correlation between social media exposure and Millennials' likelihood of consuming red rice. Promoting the health benefits and unique taste of red rice can encourage more frequent consumption despite its higher costs. As affordability remains a key factor limiting its widespread adoption, the study suggests that efforts to make red rice more affordable and accessible, combined with continued social media promotion, could enhance its consumption in the Philippines.