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How to Communicate SDG 12 in Social Media: The Case of Distribution Channels

How to Communicate SDG 12 in Social Media: The Case of Distribution Channels

Pedro Cuesta-Valiño, Azucena Penelas-Leguía, Patricia Durán-Álamo
Copyright: © 2023 |Pages: 16
ISBN13: 9781668474990|ISBN10: 1668474999|ISBN13 Softcover: 9781668475003|EISBN13: 9781668475010
DOI: 10.4018/978-1-6684-7499-0.ch002
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MLA

Cuesta-Valiño, Pedro, et al. "How to Communicate SDG 12 in Social Media: The Case of Distribution Channels." Positive and Constructive Contributions for Sustainable Development Goals, edited by Cristina Raluca Gh. Popescu, IGI Global, 2023, pp. 21-36. https://doi.org/10.4018/978-1-6684-7499-0.ch002

APA

Cuesta-Valiño, P., Penelas-Leguía, A., & Durán-Álamo, P. (2023). How to Communicate SDG 12 in Social Media: The Case of Distribution Channels. In C. Popescu (Ed.), Positive and Constructive Contributions for Sustainable Development Goals (pp. 21-36). IGI Global. https://doi.org/10.4018/978-1-6684-7499-0.ch002

Chicago

Cuesta-Valiño, Pedro, Azucena Penelas-Leguía, and Patricia Durán-Álamo. "How to Communicate SDG 12 in Social Media: The Case of Distribution Channels." In Positive and Constructive Contributions for Sustainable Development Goals, edited by Cristina Raluca Gh. Popescu, 21-36. Hershey, PA: IGI Global, 2023. https://doi.org/10.4018/978-1-6684-7499-0.ch002

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Abstract

Over recent years, companies have developed multiple corporate social responsibility (CSR) actions with the aim of being more economically, socially, and environmentally responsible with their surroundings. In this context, many of these strategies are linked to the Sustainable Development Goals (SDG) set out in the framework of Agenda 2030. As far as SDG 12 is concerned, the role of supermarkets in its achievement is evident, due to the fact that it is closely related to food, food waste, and healthy diets. Taking this into account, the objective of this research is to find out how Spanish supermarket chains are communicating their CSR strategies based on SDG 12 through their social networks. A survey of 300 people has been carried out to understand the level of importance that the Spanish population gives to supermarkets complying with and communicating their commitment to SDG 12. Thanks to the results of this research, companies will be able to carry out specific communication and social marketing strategies through social networks with which they will enhance their brand image and reputation.

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