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Young adults have low levels of engagement towards their health and may not see the importance in the adoption of healthy eating behaviours at this stage in their lives.

Here we utilise social marketing principles, digital ethnography

online conversations to gain insights into young adults’ attitudes and sentiments towards healthy eating

Findings demonstrate that different segments of young adults with varying attitudes

We developed a conceptual framework based on consumer segmentation which adopted religious metaphors

Some young adults practice and believe in the message of healthy eating