Sociocultural influences contribute to overeating and unhealthy eating : creating and maintaining an obesogenic social environment in indigenous communities in urban Fiji

Pacific Island countries (PICs), such as Fiji, lead the world statistics in obesity and deaths caused by non-communicable diseases. The impacts of obesity overburden the healthcare system and social services and have major impacts on the Fijian economy. This study is the first of its kind to undertake an in-depth exploration of the determinants of the obesity epidemic in PICs by exploring the sociocultural influences and situations that impact nutrient transitions, overconsumption, and unhealthy eating in an urban indigenous community. In-depth qualitative interviews were conducted with 15 indigenous Fijian women from the largest urban center in Fiji who self-identified as gatekeepers of family meal planning, preparing, and shopping for groceries, fruits, and vegetables. The women identified several cultural norms and expectations of both the individuals providing the food and the individuals consuming the food that create and maintain an obesogenic social environment. Moreover, participants also shared a misplaced value on meat, energy-dense foods, junk food, and fast foods that further contribute to unhealthy eating and overeating within this urban indigenous community. These novel findings highlight the importance of considering sociocultural influences on unhealthy eating and overeating and may be used to assist decision-makers in developing contextualized obesity prevention strategies and health messaging to target obesity in this community.