Generation Z (Gen Z), born between the mid-1990s and 2012 (Geiger, 2019), is often referred to as the first "digital generation" (Deloitte, 2021), who grow up with constant access to mobile devices, digital platforms, and social media (Feger, 2024). Therefore, the dynamically evolving social media has become an integral part of their daily lives, serving as a primary channel for self-expression, communication with peers, and information acquisition (Munsch, 2021; Zhang & Smith, 2023; The Editors of Encyclopaedia Britannica, 2024). Unlike previous generations, Gen Z is accustomed to documenting various aspects of their lives on social media, particularly on platforms like Instagram (Zhao & Wang, 2020), which provides them with a space to share their personal experiences, showcase their values, and construct their online identities (Francis & Hoefel, 2018).

In recent years, there has been a growing global trend advocating for healthier eating habits, and Gen Z has emerged as a significant proposer of this shift (Callaghan et al., 2024; Zhang & Smith, 2023). Many Gen Z individuals not only prioritize health-conscious eating in their daily lives but also actively share content related to healthy food on Instagram (Kılıç et al., 2021). These users invest considerable time and effort into designing aesthetically appealing posts that feature balanced, nutritious, and visually appealing meals, ranging from pictures and videos of meals enjoyed at restaurants to content demonstrating homemade dishes they have prepared (Allard et al.,2022). With careful attention to details such as food styling, camera angles, and filters, Gen Z strives to present themselves as individuals who are not only health-conscious but also knowledgeable about nutrition, mindful eating, and sustainable living (Hazari & Sethna, 2022; Zhang & Smith, 2023). In this way, Instagram becomes more than just a platform for documenting food; It serves as a powerful tool for expressing personal values and projecting an image of health, wellness, life balance, and even political or social values of Gen Z users, such as environmental advocacy and sustainability (Pinto et al., 2021).

However, sharing health-related content on Instagram is not a simple endeavor, for it involves a complex set of decisions regarding how and when to post, the types of media (such as photos, videos, and stories) to use, and the role of engagement with followers (Kent, 2020; Chung et al., 2017). According to the User Gratification Theory (UGT), users would like to invest significant effort into creating content to fulfill both personal and social needs (Katz et al., 1973). For Gen Z, this could mean producing social media content that satisfies their desire for self-expression and recognition, as well as connecting with potential audiences through interactions (Zhao & Wang, 2020). Instagram provides users with a variety of tools, such as reels, posts, and stories, to help them distribute their food-related content (Principe, 2024). The choice of format and timing can also play a strategic role in constructing the user’s social media identity, with their post strategy reflecting not only personal preferences but also social values, such as wellness and sustainability (Zhao & Wang, 2020; Zhang & Smith, 2023). Moreover, the interactive nature of the platform, including likes, comments, and shares, can shape how Gen Z perceives their food-related posts and adjust their online persona accordingly (Djafarova & Trofimenko, 2019).

The influence of Instagram is not limited to personal self-expression; it also extends to social identity construction (Leary & Tangney, 2011). By sharing health-conscious food content, Gen Z curates a public persona that aligns with their offline values and interests (Moran & Sussman, 2014). Through constant interaction with their audience, users (or posters) gradually shape their social identity, building connections with others who share similar views on health, sustainability, and lifestyle (Chung, 2017). Over time, this process of content creation and social interaction on Instagram contributes to the construction of a more fluid, dynamic identity that evolves in response to feedback from their online community (Munsch, 2021). Therefore, Instagram not only acts as a platform for showing food, but also facilitates the development of a social identity that is constantly reinforced by audience engagement (Hazari & Sethna, 2022).

This article seeks to explore three key aspects of Gen Z’s engagement with healthy food content on Instagram. First, it examines how Gen Z users share and engage with such content. Second, it investigates how User Gratification Theory (UGT) and Social Media Identity Construction (SMIC) help explain these behaviors. Finally, it explores how posting about healthy eating shapes Gen Z’s self-identity and social identity. The goal of this research is to analyze how Gen Z constructs and evolves their social media identity through the sharing of healthy eating content on Instagram. By examining these behaviors, the study aims to deepen our understanding of how food-related content on social media contributes to the development of both personal and social identities (Pinto et al., 2021; Hazari & Sethna, 2023).

The significance of this study is twofold. Theoretically, it will contribute to the academic understanding of social media identity construction, particularly within the context of health and food-related behaviors. By applying UGT and SMIC, this research will fill gaps in existing literature, especially concerning how Instagram facilitates long-term engagement with healthy eating among Gen Z users (Hazari & Sethna, 2023; Zhang & Smith, 2023). Practically, the study offers valuable insights for marketers and content creators seeking to engage with Gen Z. As Gen Z continues to use social media to build identities that reflect their commitment to health, sustainability, and wellness, brands can leverage Instagram’s interactive features to connect with this demographic (Deloitte, 2021). By aligning their campaigns with the advertisement that resonate with Gen Z, brands can build trust, promote healthier lifestyle choices, and foster long-term engagement with their target audience (Salam et al., 2024). In summary, the findings will not only advance the theoretical understanding of social media identity but also offer practical recommendations for brands and marketers looking to reach and engage with the health-conscious Gen Z audience (Klassen et al., 2018; Pinto et al., 2021), offering implications for both academic research and industry practice.