Abstract
ABSTRACTAt the beginning of 2013, a Beijing non-profit group launched a ‘Clean Your Plate Campaign’ on Sina Weibo, a Chinese Twitter-like microblogging site, with aims to reduce food waste. This paper examines social media users’ reactions during two periods of the first three years of the campaign. Upon examination of topic content, supporting participation was the most popular topic in January 2013 and showcasing individual achievement was the most frequently discussed topic in March 2016, with socialising as the common purpose for posting in both months. Users mentioning the campaign most in January 2013 belonged to private organisations, with posts from ordinary people becoming more predominant by March 2016. This study sheds light on the use of social media to raise public awareness regarding food waste in China. The findings will help campaigns aiming to promote food waste reductions or other social movements that use social media as a platform for citizen involvement.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
