Content analysis of the ‘Clean Your Plate campaign’ on Sina Weibo.

About this resource: In 2013, a Beijing non-profit group launched a ‘Clean Your Plate Campaign’ on Sina Weibo, a Chinese Twitter-like microblogging site, with the aim to reduce food waste. This paper examines social media users’ reactions during two periods for 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 from private organisations mentioning the campaign most in January 2013, 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 about food waste in China.

Food Waste Innovation Authors: Miranda Mirosa

Citation: Mirosa, M., Yip, R. & Lentz, G. (2018) Content analysis of the ‘clean your plate campaign’ on sina weibo. Journal of Food Products Marketing, 24(5), 539-562.