The Relationship Between Social Isolation and Self-Reported Healthy Eating Behavior in Millennials: A Comparative Study between Spain and Colombia

This research analyses the moderating effects of the need for relatedness in the relationship between behavioral intention (attitude toward the behavior, subjective norm behavior, and perceived behavioral control) and self-reported healthy eating behavior in millennials. A structural equation model was used in a sample of 2380 young people (25–35 years old) in Colombia and Spain (1190 for each country) considered healthy-food consumers. The results show that both attitudes toward the behavior and subjective norm behavior positively influence self-reported healthy eating behavior. In contrast, perceived control behavior does not affect self-reported healthy eating behavior. The need for relatedness moderates the relationship between behavioral intention and self-reported healthy eating behavior. The results suggest that the isolation conditions caused by the pandemic directly affect the behavior of millennials regarding the consumption of healthy food. This pandemic condition affects their lifestyles and preferences associated with consumption.