Communication Strategies on Palm Oil Sustainability: Agri-Food Chain Actors Use of Social Media Twitter?

Antonella Samoggia and Arianna Ruggeri

No 258150, 2017 International European Forum, February 13-17, 2017, Innsbruck-Igls, Austria from International European Forum on System Dynamics and Innovation in Food Networks

Abstract: From production to consumption, palm oil is a global food chain facing various sustainability dimensions. The study focuses on Twitter social media communication strategy of world agri-food chain actors on sustainability of palm oil. The study focused on a content analysis of twitter messages of palm oil producers, agri-food manufacturers and retailers. Preliminary results show that palm oil producers aim at promoting public opinion’s positive image of palm oil. Food manufacturers and retailers instead limit their communication on reacting to consumers’ solicitations, such as questions, doubts or complaints on palm oil use.

Keywords: Agribusiness (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:ags:ief017:258150

DOI: 10.22004/ag.econ.258150

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