Living in the decade we people rely on social media nearly in every aspect of our life, social media not just changing consumers’ consumption behavior but also shaping consumers’ way of living. Besides market a retailer brand or specific product, can we market a diet style? This research studies on how reference groups’ eWOM on social media can possibly affect consumers’ diet choice and to what degree the self-construal theory can moderate consumers’ willingness to take in a type of diet. Vegan diet was selected for this study, and eight scenarios of surveys were delivered. It is found that eWOM pose stronger effect when the content is negative compared to positive, also, consumers with interdependent type of self-construal are more likely to engage in reference groups’ eWOM. The finding of this study can be applied for online digital marketing use specially in catering industry.

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