A survey was conducted in a sample of 894 students entering a private university in São Paulo to examine the vitamin beliefs and to verify the relation between vitamin beliefs and vitamin supplements consumption. Nineteen statements about the relation between vitamins and health were developed to assess the beliefs; the respondents answered by means of a 5-point agreement scale. Cronbach's alpha coefficient of internal consistency was determined for the total scale. 94.5% of students believe that vitamin C prevents and cures the common cold and 72.5% consider vitamins as an energy source. Many students recognize the possibility of health risks associated to excessive vitamin consumption. Vitamin supplement users had a belief score higher than non-users (p < 0.001). The results indicate that several misconceptions about vitamin benefits are common among the students and suggest a relation between vitamin beliefs and supplements consumption.52241-8