Influence of Peer Pressure and Social Media on Fast Food Consumption Patterns Among Youths in Ibadan North, Oyo State

The increased consumption of fast food among Nigerian youths is a public health concern linked to rising rates of overweight, obesity, and diet-related chronic diseases. Social media and peer influence are increasingly identified as key drivers of this trend among young people in urban settings. This study examined the influence of peer pressure and social media on fast food consumption patterns among youths in Ibadan North Local Government Area, Oyo State, South West Nigeria. A descriptive cross-sectional survey was conducted with 260 youths aged sixteen to twenty-five years selected through convenience sampling at tertiary institutions and recreational centres. Data were collected using a validated self-administered questionnaire. Analysis involved descriptive statistics and multiple regression. Results showed that respondents who reported high social media usage were significantly more likely to consume fast food at least three times per week. Peer-initiated food experiences and social belonging motivations were the most frequently cited reasons for fast food patronage. Price and taste were identified as additional drivers. Female respondents demonstrated greater social media influence on food choices compared to males. The study recommends school-based nutrition campaigns and social media counter-marketing strategies that promote healthy food culture among Nigerian youth. Keywords: fast food consumption, peer pressure, social media, youth, Ibadan