Šálková Daniela, Maierová Olesya, Kvasničková Stanislavská Lucie, Pilař Ladislav
Department of Trade and Finance, Faculty of Economics and Management, Czech University of Life Sciences Prague, 165 21 Prague, Czech Republic.
Department of Management and Marketing, Faculty of Economics and Management, Czech University of Life Sciences Prague, 165 21 Prague, Czech Republic.
Foods. 2023 Sep 1;12(17):3280. doi: 10.3390/foods12173280.
Zero waste (ZW), the concept of reducing waste production, is now becoming a lifestyle trend. Social media is strengthening this by popularizing the movement and connecting related communities. ZW and food are closely related, since food waste is a significant sustainability issue; however, the exact relationship between ZW and food communication on social networks is not clear. This study analyzed user communication on the social networking site Twitter between July 2008 and April 2023 to determine how members communicated and shared topics related to ZW and food; an analysis of hashtag frequency was also conducted. During the study period, a total of 50,650 tweets with both #zerowaste and #food hashtags were recorded, written by 21,271 unique users from all over the world. Topic analysis identified the nine related topics: ZW lifestyle, leftover recipes, ZW events, food rescue, climate change, packaging, ZW stores, composting, and ZW restaurants; visual analysis indicated that these topics were closely connected, suggesting common membership of these communities. Overall, our results provide insight into the ZW and food communities on Twitter, which may be useful for marketers, influencers, and government agencies to create targeted content and facilitate wider adoption of a ZW lifestyle.
零浪费(ZW),即减少废物产生的理念,如今正成为一种生活方式潮流。社交媒体通过推广这一运动并连接相关社区,强化了这一趋势。ZW与食物密切相关,因为食物浪费是一个重大的可持续性问题;然而,ZW与社交网络上食物传播的确切关系尚不清楚。本研究分析了2008年7月至2023年4月期间社交网站推特上的用户交流情况,以确定成员们如何交流和分享与ZW和食物相关的话题;还对标签频率进行了分析。在研究期间,共记录了50650条带有#zerowaste和#food标签的推文,这些推文由来自世界各地的21271名不同用户撰写。主题分析确定了九个相关主题:ZW生活方式、剩菜食谱、ZW活动、食物救援、气候变化、包装、ZW商店、堆肥以及ZW餐厅;可视化分析表明这些主题紧密相连,表明这些社区有共同的成员。总体而言,我们的研究结果为推特上的ZW和食物社区提供了见解,这可能对营销人员、有影响力的人以及政府机构创建有针对性的内容并促进ZW生活方式的更广泛采用有所帮助。