Using social media audience data to analyse the drivers of low-carbon diets

Eker, Sibel; Garcia, David; Valin, Hugo; van Ruijven, Bas

Using social media audience data to analyse the drivers of low-carbon diets

Files

Eker_2-a9vyvy5gfokt7.pdf(1.48 MB)

Date

2021

Authors

Eker, Sibel

Garcia, David

Valin, Hugo

van Ruijven, Bas

Publication type

Journal article

Publication status

Published

Published in

Environmental Research Letters ; 16 (2021), 7. - 074001. - Institute of Physics Publishing (IOP). - ISSN 1748-9318. - eISSN 1748-9326

Abstract

Low-carbon lifestyles are key to climate change mitigation, biodiversity conservation, and keeping the Earth in a safe operating space. Understanding the global feasibility and drivers of low-carbon lifestyles requires large scale data covering various countries, demographic and socioeconomic groups. In this study, we use the audience segmentation data from Facebook's advertising platform to analyse the extent and drivers of interest in sustainable lifestyles, plant-based diets in particular, at a global level. We show that formal education level is the most important factor affecting vegetarianism interest, and it creates a sharper difference in low-income countries. Gender is a strong distinguishing factor, followed by national gross domestic product per capita and age. These findings enable upscaling local empirical studies to a global level with confidence for integrated assessments of low-carbon lifestyles. Future studies can expand this analysis of social media audience data to other consumption areas, such as household energy demand, and can also contribute to quantifying the psychosocial drivers of low-carbon lifestyles, such as personal and social norms.

Subject (DDC)

320 Politics

Cite This

ISO 690

EKER, Sibel, David GARCIA, Hugo VALIN, Bas VAN RUIJVEN, 2021. Using social media audience data to analyse the drivers of low-carbon diets. In: Environmental Research Letters. Institute of Physics Publishing (IOP). 16(7), 074001. ISSN 1748-9318. eISSN 1748-9326. Available under: doi: 10.1088/1748-9326/abf770

BibTex

@article{Eker2021Using-66107,
  year={2021},
  doi={10.1088/1748-9326/abf770},
  title={Using social media audience data to analyse the drivers of low-carbon diets},
  number={7},
  volume={16},
  issn={1748-9318},
  journal={Environmental Research Letters},
  author={Eker, Sibel and Garcia, David and Valin, Hugo and van Ruijven, Bas},
  note={Article Number: 074001}
}

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Refereed

Yes