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Social media narratives of sustainable food consumption

Social media narratives of sustainable food consumption


The project uses social media listening, text mining, and data science methods to identify narratives that are likely to support sustainable eating behaviours, specifically: meat reduction and a shift to plant-based and other alternative proteins. Using these methods, the project will provide a novel understanding of the audience of sustainable food narratives and develop a classifier to ease discourse analysis on the narratives that encourage changes in consumption choices. The classifier (a supervised machine learning algorithm) will be able to automatically detect specific narratives after being trained on social media data. The tool will then be leveraged to work with Sainsbury’s, who have expressed interest in such a project, to measure the effect of different narratives on food consumption habits.

Key Information

  • The University of Oxford Livestock, Environment and People (LEAP)
  • The Wellcome Trust
  • Project dates:
    January 2019 - January 2020

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