Sustainable consumption: How does social media affect food choices?

Social networks both negatively and positively affect a consumer's behaviour and awareness of sustainable consumption. This research aims to interpret the multifaceted relationship between social media information and sustainable consumption in terms of food choices, environmental awareness, and consumer information, which is the novel contribution of this study. A survey of 162 individuals in Benevento, Italy, revealed how information from social media is linked to non-sustainable food behaviour. That is, variables that positively affect the probability that information is obtained through social networks are linked to behaviours that could be unsustainable from an environmental perspective. Moreover, among the new findings is the result that social media tends to create homogenised consumption, which, in many cases, is an attitude that depletes the environment. Limitations of this study and the results obtained outline future research directions.