In their own words: A qualitative study exploring influences on the food choices of university students.

Current health promotion nutrition messages were perceived irrelevant given the focus on long-term health risks. Health and adhering to the ADG were not identified as important. The desire to look a particular way was the major influence on food choices. SO WHAT?: While there is an awareness of ADG, our participants made a deliberate decision not to follow them. This provides a challenge for developing relevant preventive health messages for this target audience.