How social media platforms promote ethical eating and food sustainability

Amid global efforts to combat climate change and rising ethical concerns in food production, a new bibliometric review published in Sustainability titled "The Influence of Social Media Platforms on Promoting Sustainable Consumption in the Food Industry" provides critical insights into how social media platforms are reshaping consumer behavior, marketing strategies, and the very definition of sustainable eating.

The study analyzes 29 peer-reviewed articles and identifies major thematic areas where digital platforms are becoming central to shaping sustainable consumption practices. 

How has social media changed communication about food consumption?

The transformation of media ecosystems over the past decade has elevated social media from a passive communication tool to an active agent in consumer decision-making and industry behavior. Platforms like Instagram, TikTok, YouTube, and Facebook have become spaces where narratives around food, health, and sustainability are co-created by users, influencers, and brands.

Social media enables highly personalized marketing through big data analytics. Companies now build consumer profiles based on interactions, preferences, and behaviors, enabling the promotion of tailored dietary options. This is especially visible in influencer-driven content where individuals promote “what I eat in a day” videos or brand-endorsed meal plans that present food choices as lifestyle statements. Influencer marketing thus bridges the gap between brand messaging and consumer identity formation.

Visual storytelling, especially on platforms like YouTube and TikTok, plays a powerful role in promoting culinary culture and sustainable dining. Restaurants showcasing eco-friendly practices receive amplification from customer-generated content, which influences public perceptions of value. Notably, consumers in developing economies are also leveraging these platforms to express preferences and demands, signaling a shift in power dynamics from producers to consumers.

The review underscores how food tourism has adapted to this paradigm. In regions such as Hong Kong and rural Canada, traditional culinary practices are being marketed as cultural assets through visual narratives on social media, attracting eco-conscious travelers and revitalizing local economies.

What challenges undermine social media’s effectiveness in promoting sustainability?

Despite its promise, the study finds that the credibility of social media as a channel for promoting sustainable consumption is frequently undermined by misinformation and ethical contradictions. About one-third of the reviewed publications flagged misleading or unverified health claims as a significant concern. Influencers often promote diet fads, detox myths, or gendered stereotypes under the guise of health advice, which can mislead audiences and dilute public health messaging.

Misinformation also distorts the representation of movements like veganism. For instance, some influencers commodify veganism by linking it to hyper-masculine ideals, reducing a multifaceted ethical and environmental movement to a tool for self-promotion. Such narratives, while engaging, may exclude diverse audiences and create confusion about the core values of ethical eating.

Beyond individuals, the study highlights how industries involved in meat and dairy production often employ moral disengagement tactics. These include deflecting responsibility for environmental damage or unethical practices onto consumers or regulators. This lack of transparency erodes trust and complicates efforts to promote sustainability across supply chains.

Another pressing issue is traceability. While certifications and digital labels are increasingly common, inconsistent regulation and lack of consumer understanding often hinder their effectiveness. Misrepresentation of labels or lack of standardization can foster skepticism and limit the impact of otherwise sustainable practices.

How can social media be leveraged more responsibly to promote sustainable food practices?

The study proposes a robust set of recommendations for policymakers, industry stakeholders, and consumers aimed at leveraging the transformative potential of social media while addressing its risks.

For policymakers, the authors call for stringent regulatory frameworks to monitor and verify sustainability claims, especially those promoted by influencers. Examples from France and the UK, such as mandatory content labeling and advertising standards, are cited as models for broader international adoption. The establishment of independent institutions, such as a state nutritionist office, is also recommended to lead nutrition education and regulate health claims in digital spaces.

Public campaigns need to go beyond individual behavioral nudges like “eat more vegetables” and instead address structural factors such as urban food insecurity and limited access to sustainable options. These efforts must be culturally sensitive and inclusive, especially in reaching marginalized communities through mobile-first digital strategies.

Stakeholders in the food industry are urged to adopt transparency in their operations and clearly communicate sustainability practices through social media. This includes using interactive campaigns, traceable QR codes, and partnering with certified professionals to convey accurate information. Social media platforms themselves could integrate sustainability trust labels or curate verified content to guide consumer choices.

Furthermore, the study encourages consumers to adopt a critical lens when engaging with food content online. The review advises individuals to prioritize content from qualified professionals and verify claims through authoritative sources like the World Health Organization (WHO) or national food safety bodies. As interest in ethical sourcing grows, consumers are also urged to use digital tools for product traceability and demand clarity from brands about terms like “organic” or “sustainable.”