Exploring Conflict and Facilitation between Values and Health Goals: A Mixed-Method Study.

Objective: Health behaviors often conflict with other life goals due to time constraints but can also facilitate personal values. Behaviors that fulfill personal values are more likely to be adopted, while conflict impedes adoption. This study examines the interplay between personal values and health goals, focusing on the conflicting and facilitating relationships associated with physical activity (PA) and healthy diet (HD) in emerging adults (18-30 years). Methods: In this mixed-method study, 78 participants (mean age = 24.62 years, 62 females) completed an adapted Personal Project Analysis and rated how their PA and HD goals aligned or conflicted with personal values. Quantitative analyses assessed differences in facilitative and conflicting ratings, and qualitative analyses explored underlying factors. Results: Vertical goal conflict was low for both PA and HD. PA and HD facilitated values like self-direction, stimulation, and hedonism, but HD occasionally conflicted with hedonism, stimulation, and conformity. PA was perceived as enjoyable and empowering, while HD conflicts often related to flavor and cultural expectations. Some goals simultaneously facilitated and conflicted with specific values, reflecting individual differences. Conclusions: Aligning health goals with personal values can promote adoption. Interventions should emphasize enjoyment, cultural relevance, autonomy, and self-regulation to strengthen facilitative relationships.