Responsible Consumption Through Social Media. An Empirical Study of Responsible Posting on Social Media and Its Impact

Focusing on social food enterprises, this thesis explores their role in addressing global social and environmental issues within the food industry. It analyzes the effectiveness of social media as a cost-efficient marketing tool, particularly regarding posts that highlight impact topics. The research investigates the proportion of these impact-related posts and their key characteristics, as well as their influence on consumer concern for environmental and social issues, alongside the promotion of responsible consumer behaviors.