Consumer Behaviour and Influencer Marketing: The Gluten-Free Phenomenon Between Trend and Necessity

The gluten-free (GF) diet, originally established as a necessary treatment for coeliac disease and non-coeliac gluten sensitivity, has evolved into a significant global dietary trend. This transition reflects a growing consumer concern for healthy eating, which often leads to the adoption of specific dietary regimes even in the absence of proven medical necessity. This phenomenon is fuelled by the spread of false beliefs and the prevalence of social word-of-mouth over scientific evidence. In this context, social media and influencer marketing play a crucial role, serving as primary sources of food information that are perceived as easily accessible and understandable. While influencer activity holds notable communicative potential, it also exposes consumers to the risk of health misinformation and the normalization of unfounded dietary choices. This study aims to analyse the extent to which social influence and the persuasive action of content creators shape consumer behaviour regarding food choices, with a particular focus on the GF phenomenon. After establishing the theoretical framework on consumer behaviour, influencer credibility, health communication, and the motivations defining gluten-free as a new dietary trend, the research adopts an empirical character. The methodology is based on the collection of primary data and subsequent statistical analysis, designed to establish whether influencers can be considered a sufficiently persuasive and credible source to prompt non-coeliac consumers to adopt a gluten-free diet even without a medical rationale. The results of this thesis aim to provide a key empirical contribution, quantifying the actual role of influencer marketing as a determining factor in consumer food choices.