Increased prevalence of unhealthy lifestyles and dietary problems have been reported among the population especially female college students. This research aimed to test the model whether self-esteem, attitude towards body, eating habits, and Body Mass Index (BMI) affects cognitive reactivity in female college students. A total of 140 female university students aged 18-22 years participated in this study. Data analysis used Partial Least Square Structural Equation Modeling (PLS-SEM). A descriptive analysis using a one-way ANOVA test was performed to see whether there were differences among variables. Results show that self-esteem has a significant effect on body attitude and a negative significant effect on BMI and cognitive reactivity. Body attitude has a significant positive effect on eating habits. In contrast, it has a significant negative effect on BMI. The eating habit has a significant positive effect on cognitive reactivity. BMI has a significant effect on cognitive reactivity. Further, body attitude significantly mediates the relationship between self-esteem and eating habits. Also, body attitude significantly mediated the relationship of self-esteem with BMI. Additionally, the obese group has lower self-esteem and lower body attitude compared to normal and overweight groups.