The Influence of Social Media Platforms on Promoting Sustainable Consumption in the Food Industry: A Bibliometric Review

Round 1

Reviewer 1 Report

Comments and Suggestions for Authors

Dear Authors,

I have carefully reviewed your manuscript and would like to commend you on the comprehensive analysis and insights provided. The paper presents valuable contributions, and your work is an important addition to the ongoing discussion. However, I have identified a few areas where revisions could help further enhance the clarity and overall quality of the manuscript:

1. Abstract

* The phrase "after introducing three filters to the ISI WoS Database: 'sustainable consumption,' food industry,' and 'social media'" is a bit clunky. Suggest rephrasing for smoother flow.

* “We used qualitative methods to track the evolution of research and trends…” — consider being more specific. What kind of qualitative methods? Thematic analysis? Narrative synthesis?

* Mentioning that 29 documents were analyzed is good, but a brief justification of the number (e.g., "after screening 38 articles") would provide more context.

* The findings are a bit too general. You might consider including:  (1) The main themes or trends found in the literature (e.g., most common platforms used, types of content that drive sustainable choices). (2) Specific implications (e.g., how marketers or educators can use social media effectively).

2. Introduction

* The introduction reads more like an extensive literature review than a concise orientation to the topic. Consider breaking it into thematic paragraphs (e.g., sustainability context → media shift → influencer marketing → ethical concerns → gaps in research → study aim).

* Tone occasionally slips into informal or opinionated language (e.g., "brands...exploit every opportunity" (lines 43-44), "customers now face challenges such as navigating an avalanche of content" (lines 58-59)). Aim for a more objective academic tone - e.g., "brands increasingly use influencer appearances to align with consumer values" rather than implying exploitation.

* Clarify terms early: e.g., define sustainable consumption specifically in the food industry context.

* It’s not fully clear what existing reviews are lacking — e.g., Are they outdated? Focused on one demographic? Lack a thematic synthesis?

3. Materials and Methods

* You provide criteria but no rationale for why you chose only English, or why WoS alone was sufficient. So, briefly justify choices or acknowledge limitations.

* You state that a qualitative analysis was conducted, but how it was done (e.g., thematic coding, narrative synthesis, inductive/deductive approach) is missing. So, add a brief paragraph describing the analytic method.

* Table 1” and “Figure 2” are mentioned but not summarized or described. So, include a brief explanation of what each contains and how they support the analysis.

* Sentences such as “This approach ensured that we stayed consistent and organized” (lines 162-163) are informal. Use more formal, academic language. you can replace with: “This approach ensured methodological consistency and data organization throughout the review process.”

4. Results & Discussions

* Consumer Behavior and Food Choices. This is a key section and would benefit from tighter synthesis. For instance, a small concluding paragraph summarizing behavioral insights would help connect multiple studies more clearly.

* Young Flexitarians & Influencers. This subsection is insightful but could be strengthened by clearly stating the implications for marketing: How can this insight be used by food industry players to promote sustainable consumption? The mention of documentaries and influencers is relevant—consider exploring whether there is measurable evidence of behavior change attributed to these sources.

* Traceability and Trust. Strong conclusion on peer influence, but a short critical note on possible misinformation or false claims around certifications would be beneficial.

* Misinformation and Health Claims. Expand on the impact of misinformation. Go beyond dietary consequences—mention long-term public health or socio-cultural impacts (e.g., eroded trust in public institutions).

* Sustainability and Ethical Eating. Define “ethical eating” more precisely at the start. What dimensions does it cover—environmental, labor, animal welfare? Use of “our analysis” should be clarified—do you mean findings from the reviewed literature or your synthesis?

* Food Tourism and Visual Culture. The leap from the Canada case study to Hong Kong is abrupt. Consider using linking sentences to compare the two. Expand on social media’s role: How exactly do visuals (e.g., food plating, storytelling, vlogs) influence tourist perceptions? This could use more analysis. Consider ethics and representation: Are there risks of cultural appropriation or over-commercialization through social media in food tourism?

* Recommendations for Policymakers. I suggest the following: (1) Where possible, include examples of successful policies or initiatives from other regions or countries that have effectively tackled these issues (e.g., how certain countries regulate influencers or combat misinformation). (2) For the recommendation regarding misinformation, you could add how regulatory bodies might oversee influencer practices or enforce penalties for misleading claims. (3) You could further explain how social media platforms can be incentivized to take a more active role in promoting sustainability through their policies and partnerships with governments and industries. (4) When recommending campaigns tailored to diverse audiences, briefly note that strategies should consider cultural and socio-economic differences, ensuring that sustainability messages are accessible and relevant to various groups.

5. Conclusions and Limitations

* While you touch on the challenges with influencers, it may be helpful to provide a bit more detail on the specific ethical dilemmas influencers face (e.g., promoting unsustainable or unhealthy food products due to financial incentives) and how they can navigate these dilemmas.

* Misinformation remains a critical issue in the food industry, particularly with unverified health claims. While you mention the need for regulation, you could be more specific about how this regulation might be enforced, potentially discussing current best practices or possible frameworks for combating misinformation.

* The limitations section is strong but could benefit from more specific acknowledgment of data variability. For example, there may be a regional or cultural bias in the studies reviewed, as they focus on English-language publications and possibly exclude significant research from non-English-speaking regions or countries where social media usage may differ.

* Future Research Directions. It would be helpful to end with a short section proposing specific areas for future research. This could address gaps or emerging trends, such as the impact of AI or machine learning on food choices through social media ...etc.

I believe these revisions will help to elevate the manuscript’s clarity and make it more accessible to a broader audience.

Thank you for your hard work on this important topic, and I look forward to reviewing the revised version.

 

 

 

 

Author Response

Reviewer 1

 

Comment 1:

 

1. Abstract

* The phrase "after introducing three filters to the ISI WoS Database: 'sustainable consumption,' food industry,' and 'social media'" is a bit clunky. Suggest rephrasing for smoother flow.

* “We used qualitative methods to track the evolution of research and trends…” — consider being more specific. What kind of qualitative methods? Thematic analysis? Narrative synthesis?

* Mentioning that 29 documents were analyzed is good, but a brief justification of the number (e.g., "after screening 38 articles") would provide more context.

* The findings are a bit too general. You might consider including:  (1) The main themes or trends found in the literature (e.g., most common platforms used, types of content that drive sustainable choices). (2) Specific implications (e.g., how marketers or educators can use social media effectively).

Response 1

Thank you very much for your insightful and constructive feedback. We fully agree with your observations and have revised the abstract accordingly to enhance clarity, methodological specificity, and contextual relevance. Please find the revised abstract below. We hope this version better reflects the scope and contribution of our study.

 

The increased trend of globalization and the ever-growing world population have produced significant challenges to sustainable consumption goals, especially in the food industry. Production, transportation, and consumption of food have a major impact on sustainability. This bibliometric review aims to offer a comprehensive analysis of the influence of social media platforms on sustainable consumption in the food industry. Based on a literature search in the ISI Web of Science (WoS) database, we identified 38 documents. After applying three filters: "sustainable consumption," "food industry," and "social media", and a detailed screening process, a final set of 29 articles was selected for analysis. The selection criteria ensured relevance and alignment with the research objectives. We conducted a qualitative thematic analysis to identify emerging trends, aiming to highlight the potential of social media in raising awareness, cultivating sustainable consumption practices, and creating change in the food industry. The findings indicate that social media is a powerful tool not only for influencer marketing and brand communication but also for consumer empowerment and behavioral change. Our review identified key themes such as the prevalence of influencer based food marketing, challenges related to misinformation, consumer demand for transparency, and the growing integration of big data and personalized marketing strategies. We argue that social media can significantly contribute to sustainability goals when responsibly used by marketers, educators, and policymakers.

 

 

Comment 2:

 

 

1. Introduction 

* The introduction reads more like an extensive literature review than a concise orientation to the topic. Consider breaking it into thematic paragraphs (e.g., sustainability context → media shift → influencer marketing → ethical concerns → gaps in research → study aim).

* Tone occasionally slips into informal or opinionated language (e.g., "brands...exploit every opportunity" (lines 43-44), "customers now face challenges such as navigating an avalanche of content" (lines 58-59)). Aim for a more objective academic tone - e.g., "brands increasingly use influencer appearances to align with consumer values" rather than implying exploitation.

* Clarify terms early: e.g., define sustainable consumption specifically in the food industry context.

* It’s not fully clear what existing reviews are lacking — e.g., Are they outdated? Focused on one demographic? Lack a thematic synthesis?

Response 2

Thank you for your thoughtful and constructive comments. We fully agree with your observations and have revised the Introduction section accordingly to enhance clarity, coherence, and overall readability. The updated version reflects all of your valuable suggestions and aims to provide a more structured and focused orientation to the topic. Please find the revised section below for your consideration.

1. Introduction
   • Sustainability context

Sustainable consumption in the food industry refers to the use of food products and services that meet present nutritional needs without compromising the ability of future generations to meet theirs. This concept includes responsible resource management across the entire food supply chain, including production, distribution, marketing, and waste management. It also considers social, environmental, and economic factors, such as reducing carbon footprints, improving transparency, and cultivating ethical labor practices [1,2].

Over the past decade, the rise of social media (SM) has significantly transformed how individuals engage with food content and make consumption decisions. Unlike traditional media, social media platforms offer immediate, interactive, and personalized content. These platforms, ranging from Facebook to TikTok, have shifted toward participatory media in which users, brands, and influencers co-create narratives around food, health, and lifestyle choices.

• Media Shift

We find ourselves in a new era of unlimited information, where social media has transformed into a powerful tool for influencer partnerships, campaigns, “what I ate in a day” videos, and paid advertisements. It seems like brands in the food industry brands increasingly use influencer appearances to align with consumer values, to shape public perception, to capitalize on influencers’ bodies and appearances to sell their product, or to advocate for their value and uniqueness [3]. Consumers often perceive these products endorsed by food influencers to be more trustworthy and desirable, compared to those promoted by traditional marketing channels [4,5].

• Influencer Marketing

Influencer marketing strategies can significantly influence purchasing behaviors, especially when the influencer is seen as credible and relatable [6,7]. Sponsored posts, social relationships, and marketing tactics are frequently used to enhance the appeal and effectiveness of food marketing on social media [8].

This also applies to vulnerable groups such as children. Some researchers argue that influencer campaigns on SM can increase immediate food intake among children, particularly when unhealthy foods are promoted. Interestingly, healthy food promotion by influencers did not increase food intake in children [9,10].

The consensus among researchers is that the field is still developing, meaning ongoing research is needed to fully understand the longitudinal effects and best practices [11,12]. Amidst these innovations and emerging trends, consumers are increasingly challenged by the overwhelming volume of content, which contributes to continuous cognitive stimulation and potential information fatigue. Cancel culture has become popular, and every day, a new controversy or a new story emerges about one product or a sustainable food movement.

• Ethical concerns

Social media influencers often share content about nutrition and health that can be misleading or false, exploiting their large followings to spread misinformation. Viral posts can reduce perceived deception and increase sharing, especially when users feel a social connection with the influencer [13].

Furthermore, customers started to voice their demands more and more about ethical food choices, sustainable solutions for production systems, transparency on animal welfare, and food labeling. Globally, we see a new trend of creating awareness on social media about sustainable food consumption. International efforts like “Slow Food” [14] and initiatives have been implemented to motivate customers to be more aware of where their food comes from of its nutritional values, production processes, and packaging [15]. There is a "trust deficit" between consumers and food companies, with only a minority expressing messages about food safety and production processes. This leads to a demand for traceability and open communication throughout the supply chain [16]. A paradigm change has occurred, transforming the purchasing phenomenon into behaviors rooted in ethical values. Customers look to buy products that minimize environmental and health impacts [17].

Many consumers lack knowledge about sustainable packaging alternatives and their environmental implications, which can negatively influence their decision making [18,19]. Researchers advocate for clear communication based on evidence and for regulated sustainable labels. This would help customers make the best choices and would contribute to closing this knowledge gap [17,20].

Influencer marketing extends across most domains, including food, hospitality, and tourism sectors, aiming to promote local cuisine, restaurants, and culinary experiences [6,21]. Ethical eating in tourism and hospitality refers to choosing foods that are sourced and consumed that take into account animal welfare and environmental sustainability [22,23]. There is a gap in how these ethical aspects translate to actual behaviors, where factors such as time, budget, and convenience block sustainable food choices for tourists, even among Gen Z, a more aware generation regarding sustainable choices [23,24].

Parbey [25] conducted a review, analyzing 31 publications, aiming to examine how food and nutrition information is promoted in Ghana. Key findings stipulate that while traditional media like TV and radio remain influential, social media is taking over among urban youth. The review recommends stronger regulations on food marketing on social media to protect public health.

Basrowi [26]  similarly carried out a review on the impacts of nutritional marketing from influential journals indexed on PubMed, Elsevier, ProQuest, and Google Scholar. Results show that claims made in nutrition marketing strongly influence consumer behavior and food choices.

These claims often promote health solutions but can oversimplify or manipulate information creating unrealistic expectations. The authors advocate for integrity, transparency, and regulation in nutrition marketing to prevent misinformation.

In addition, Chowdhury [12] used the method of bibliometric review to analyze how the widespread use of social media changed the agri-food sector. They found that online media, combined with credulous audiences and limited accountability, increases the risk of misinformation (unintentional spread of false info) and disinformation (intentional spread of false info). In addition, they argue that these issues are underexplored in the agri-food sector, especially within digital agricultural communities.

• Gaps in research

Most of the reviews we consulted for this literature review focus on the impact of influencer marketing among young consumers, such as children and adolescents [27]. They highlight the need for transparency of sponsored content and regulation to protect vulnerable groups [10].

Notably, we report new technologies based on AI [28] and innovations (e.g., 3D food printing, artificial meat) in the field. These technologies offer customized foods, thus opening new possibilities for customers and producers [29,30]. For example, cultured meat and precision fermentation are becoming more sustainable alternatives to traditional animal products. These alternatives offer a solution to environmental and ethical concerns while meeting consumer demand for protein sources [31]. We observe a trend toward plant based meat alternatives and natural foods. Some argue that these products are expected to change the market in the following years [29]. What remains to be seen, however, is whether these alternatives are actually sustainable, not just from an environmental perspective, but from ethical and economic standpoints.

Although several reviews examined the role of social media in influencing food choices, these often focus on specific demographics (e.g., youth or urban populations), platforms (e.g., Instagram or YouTube), or marketing strategies (e.g., influencer endorsement). Few studies offer a comprehensive thematic synthesis of the literature that connects sustainability, the food industry, and social media across global contexts.

• Study aim

This bibliometric review addresses this gap by analyzing 29 peer-reviewed articles retrieved from the ISI Web of Science database. We identify key themes and trends, offering insights based on evidence into how social media can be used to promote sustainable food consumption. In doing so, it also highlights implications for scholars, marketers, and policymakers interested in using digital platforms to drive sustainability in the food sector. By adopting a qualitative approach, we can deepen our understanding of how social media influences sustainable food consumption; we can identify key themes and trends to then make some practical suggestions to policymakers and scholars within the field. Furthermore, this study aims to describe the paradigm change in social media communication regarding food consumption. Previous research has focused on the negative effects on the younger generation and emerging food trends such as plant based alternatives. Our study aims to contribute to closing the gap on understanding the complex relationships between customer purchasing behaviors, influencer marketing strategies, customer empowerment on social media, and misinformation. In addition, it explores the dual function of SM: marketing tool and feedback source. Based on the revised literature, we formulated two research objectives:

O1: To analyze existing research on the role of SM platforms in promoting sustainable consumption practices within the food industry, identifying key themes and trends.

O2: To provide insights and recommendations for policymakers on using SM as a tool to promote sustainable consumption.

In addition, to help us achieve these goals, we identified the following research questions:

RQ1: What changed over time in communication about food consumption on social media?

RQ2: What challenges, such as misinformation or trust issues affect SM as a tool for promoting sustainable food consumption?

 

Comment 3:

1. Materials and Methods

* You provide criteria but no rationale for why you chose only English, or why WoS alone was sufficient. So, briefly justify choices or acknowledge limitations.

* You state that a qualitative analysis was conducted, but how it was done (e.g., thematic coding, narrative synthesis, inductive/deductive approach) is missing. So, add a brief paragraph describing the analytic method.

* Table 1” and “Figure 2” are mentioned but not summarized or described. So, include a brief explanation of what each contains and how they support the analysis.

* Sentences such as “This approach ensured that we stayed consistent and organized” (lines 162-163) are informal. Use more formal, academic language. you can replace with: “This approach ensured methodological consistency and data organization throughout the review process.”

Response 3

Thank you for your valuable observations regarding the Materials and Methods section. We agree that greater clarity and methodological transparency were needed. In response to your suggestions, we have revised the section as follows:

To align the literature search with the research objectives and ensure the findings addressed our research questions, we conducted a systematic search of the ISI Web of Science (WoS) database. We applied three filters: “sustainable consumption,” “food industry,” and “social media.” The initial search identified 38 records, all of which were screened for inclusion. No duplicates were found. The following inclusion criteria were applied:

-Articles published in journals indexed in the ISI WoS database;

-Publication dates between 2012 (the earliest relevant entry) and 2025 (the time of review);

-Articles written in English;

-Studies focused on food and social media, including consumer behavior, marketing, sustainability, and communication;

-Full-text availability for detailed review.

We limited our search to English-language publications in the WoS database due to accessibility and indexing reliability. However, we acknowledge this as a limitation, as relevant research in other languages or indexed elsewhere may have been omitted.

The data extraction process was conducted using a structured Excel 365 spreadsheet. Key information, such as authorship, publication year, study design, methodological approach, sample characteristics, and main findings, was recorded for each article. This approach ensured methodological consistency and data organization throughout the review process. A summarized version of the extracted data is presented in Appendix A.

Qualitative analysis was performed using an inductive thematic synthesis. We closely read the selected articles to identify recurring themes, topics, and patterns, which were then categorized into ten core dimensions. The analysis involved open coding followed by clustering of codes into broader thematic categories. This process allowed for a detailed understanding of how social media influences sustainable consumption practices within the food industry.

Figure 1 (PRISMA Workflow) illustrates the screening and selection process of the reviewed articles, from identification to final inclusion. Table 1 outlines the ten key dimensions identified during thematic analysis, including topics such as food marketing on social media, misinformation and health claims, sustainable eating behavior, consumer empowerment, and technological innovation. These elements provided a consistent base for structuring the results and discussion sections of the paper.

Comment 4:

1. Results & Discussions

* Consumer Behavior and Food Choices. This is a key section and would benefit from tighter synthesis. For instance, a small concluding paragraph summarizing behavioral insights would help connect multiple studies more clearly.

* Young Flexitarians & Influencers. This subsection is insightful but could be strengthened by clearly stating the implications for marketing: How can this insight be used by food industry players to promote sustainable consumption? The mention of documentaries and influencers is relevant—consider exploring whether there is measurable evidence of behavior change attributed to these sources.

* Traceability and Trust. Strong conclusion on peer influence, but a short critical note on possible misinformation or false claims around certifications would be beneficial.

* Misinformation and Health Claims. Expand on the impact of misinformation. Go beyond dietary consequences—mention long-term public health or socio-cultural impacts (e.g., eroded trust in public institutions).

* Sustainability and Ethical Eating. Define “ethical eating” more precisely at the start. What dimensions does it cover—environmental, labor, animal welfare? Use of “our analysis” should be clarified—do you mean findings from the reviewed literature or your synthesis?

* Food Tourism and Visual Culture. The leap from the Canada case study to Hong Kong is abrupt. Consider using linking sentences to compare the two. Expand on social media’s role: How exactly do visuals (e.g., food plating, storytelling, vlogs) influence tourist perceptions? This could use more analysis. Consider ethics and representation: Are there risks of cultural appropriation or over-commercialization through social media in food tourism?

* Recommendations for Policymakers. I suggest the following: (1) Where possible, include examples of successful policies or initiatives from other regions or countries that have effectively tackled these issues (e.g., how certain countries regulate influencers or combat misinformation). (2) For the recommendation regarding misinformation, you could add how regulatory bodies might oversee influencer practices or enforce penalties for misleading claims. (3) You could further explain how social media platforms can be incentivized to take a more active role in promoting sustainability through their policies and partnerships with governments and industries. (4) When recommending campaigns tailored to diverse audiences, briefly note that strategies should consider cultural and socio-economic differences, ensuring that sustainability messages are accessible and relevant to various groups.

Response 4:

Dear reviewer, we totally agree with your observations. We are always open to improving our work, and your valuable suggestions can help us improve the paper’s overall impact. Please see the changes we made below to respond to your comments:

(Lines 497 – 503)

These findings suggest that marketing campaigns promoting sustainable consumption should use credible influencers and documentary style storytelling. Platforms such as TikTok and YouTube, where visual narratives thrive, are ideal for showcasing plant-based recipes and ethical food journeys. Evidence from reviewed studies also supports that exposure to documentaries and peer influencers can inspire measurable behavior change, especially when reinforced by community support and practical guidance.

 

(Lines 519 – 522)

 

However, despite the positive influence of traceable certifications, the risk of misinformation remains. Some certifications may be poorly regulated or misrepresented on social media, leading to consumer confusion or skepticism. Future efforts must focus on standardizing certification communication and increasing transparency in the labeling and verification processes.

 

 

(Lines 536 – 540)

 

In summary, consumer food choices are increasingly shaped by a combination of environmental concern, digital peer influence, and distrust in traditional marketing. Social media serves as both an information source and a tool for decision making. However, the gap between sustainable intentions and actual behaviors due to access, convenience, or misinformation remains a critical area for intervention.

 

 

(Lines 549 – 558)

 

Among the 29 reviewed publications, 10 studies (approximately a third) explicitly reported instances of misleading or unverified health claims disseminated via social media platforms. This finding underscores the significant prevalence of misinformation in the digital food discourse, highlighting its growing influence on consumer perceptions and behavior.

These misleading narratives often suggest exaggerated dietary benefits, detox myths, or unrealistic body image goals. Given their widespread reach, particularly when shared by influencers or viral posts, the consequences extend beyond individual food choices to broader public health outcomes, including confusion, poor nutrition literacy, and lack of trust in institutional health guidance.

 

 

(Lines 580-590)

 

Beyond individual dietary risks, misinformation can undermine long term public health objectives, influence trust in regulatory institutions, and polarize online communities around pseudoscientific claims. It also reinforces false beliefs about food safety, diet trends, and nutrition, making it more difficult for public health organizations to share accurate, science based messages. Ethical eating, in this context, refers to food choices guided by environmental sustainability, labor practices, animal welfare, and social justice values. Based on findings from the reviewed literature, we observe that consumers increasingly prioritize transparency and ethical claims in food production. Our synthesis highlights both consumer expectations and the implementation gaps in corporate practices.

 

 

 

(Lines 645-647)

 

While the Canadian case emphasizes local community narratives and natural landscapes, the Hong Kong example focuses more on preserving culinary heritage in urban tourism. Despite contextual differences, both cases illustrate how visual storytelling and cultural framing can positively promote food tourism.

 

(Lines 653-657)

Social media content, such as vlogs, food photography, and plating aesthetics, strongly influences tourists’ emotional engagement and perceptions of authenticity. However, ethical concerns are also present: the commercialization of traditional food for visual appeal may risk cultural appropriation or dilute heritage meanings. Responsible tourism marketing should involve local voices and the protection of cultural integrity.

 

(Lines 914- 1001)

3.11. Recommendations for Policymakers

The insights from our analysis can offer valuable recommendations for policymakers. Social media’s wide reach and influence make it an invaluable tool to promote sustainable consumption. However, this potential can only be fully exploited with guidance and support. We, the authors, recommend that policymakers:

• Develop clear guidelines and monitoring to combat and to control misinformation, especially around health and sustainability claims. This includes holding influencers and platforms accountable for the content they promote.
• For instance, France has introduced labeling guidelines for influencers, while the UK’s Advertising Standards Authority monitors misleading health or environmental claims. These models could inspire international frameworks for influencer accountability.
• Regulatory bodies might implement a verification system for nutrition-related influencers, requiring content based on evidence or partnership with certified dietitians to reduce the spread of harmful claims.
• Invest in public awareness and education campaigns that improve media literacy and critical evaluation skills, empowering consumers to discern credible information and make informed food choices.
• Encourage partnerships among government agencies, industry players, health professionals, and social media platforms to create transparent messaging around sustainable food consumption.
• Determine businesses to adopt transparent supply chain practices and communicate these clearly on social media, building consumer trust and promoting ethical consumption.
• Social media platforms could be controlled through government partnerships or public grants to promote sustainable messaging via curated content sections, sustainability badges, or specific campaigns created with NGOs or educational institutions.
• Utilize social media’s interactive features to engage communities in sustainability initiatives, food waste reduction, and healthy eating campaigns tailored to diverse audiences.
• Campaigns should be culturally adaptive, considering local dietary norms, literacy levels, and socio-economic barriers. For example, mobile campaigns may reach underrepresented groups in rural or low income settings.
• Policymakers might consider introducing mandatory transparency requirements for influencer content, particularly in cases involving health or nutritional claims. For instance, requiring visible disclaimers or third-party verification when influencers promote supplements, diets, or lifestyle changes would help mitigate the risk of misleading the public.

3.12. Recommendations for stakeholders

- Media literacy initiatives should be encouraged to help consumers critically assess food content. Civil society organizations can play a crucial role by creating online awareness campaigns that promote responsible consumption, especially among youth.

- Platforms should consider using sustainability “trust labels” or working with fact-checkers for content involving health or environmental claims. Food brands could adopt more transparent sustainability reporting through interactive social media campaigns.

3.13. Recommendations for consumers

Consumers should recognize that not all dietary, nutritional, or food product information encountered on social media is credible or based on evidence. Particular caution is warranted with content promoted by influencers lacking professional qualifications in nutrition or health. To mitigate misinformation risks:

• Evaluate the source of information, prioritizing content from certified professionals (e.g., registered dietitians, public health organizations).
• Verify dietary and health claims through institutional sources such as the World Health Organization (WHO) or national food safety authorities.

As consumer interest in ethical food sourcing and production grows, individuals are encouraged to actively pursue transparency in the products they consume:

• Utilize available digital tools such as QR codes, traceability platforms, and labeling schemes to access supply chain information, especially for animal-based or imported products.
• Demand clear communication from brands on social media regarding what terms such as "sustainable," "organic," or "local" signify in their operational context, and whether these are backed by regulation or third-party certification.

 

Comment 5:

1. Conclusions and Limitations

* While you touch on the challenges with influencers, it may be helpful to provide a bit more detail on the specific ethical dilemmas influencers face (e.g., promoting unsustainable or unhealthy food products due to financial incentives) and how they can navigate these dilemmas.

* Misinformation remains a critical issue in the food industry, particularly with unverified health claims. While you mention the need for regulation, you could be more specific about how this regulation might be enforced, potentially discussing current best practices or possible frameworks for combating misinformation.

* The limitations section is strong but could benefit from more specific acknowledgment of data variability. For example, there may be a regional or cultural bias in the studies reviewed, as they focus on English-language publications and possibly exclude significant research from non-English-speaking regions or countries where social media usage may differ.

* Future Research Directions. It would be helpful to end with a short section proposing specific areas for future research. This could address gaps or emerging trends, such as the impact of AI or machine learning on food choices through social media ...etc.

Response 5:

Dear reviewer, thank you so much for your valuable feedback! We agree with your suggestions. Please see below the changes made to accommodate your requests:

4. Conclusions and limitations

Our bibliometric review explored how social media platforms influence sustainable consumption in the food industry. Additionally, we aimed to identify themes, trends, and provide insights for policymakers. The qualitative analysis of documents allowed us to understand the role of social media, which transformed from a simple marketing channel to a platform for consumer empowerment, ethical engagement, and promoting sustainability. Unlike earlier reviews that focused primarily on influencer marketing or children’s exposure to food marketing, our study offered a broader synthesis across ten distinct thematic areas, including ethical eating, food waste, traceability, and food technology.

Regarding the research questions, we found that communication about food consumption on social media has indeed changed significantly over time (RQ1). Social media now cultivates interactive dialogues, peer influence, and the rise of influencer marketing that builds consumer values and behaviors in ways traditional media never could. However, challenges remain regarding misinformation and trust.

Misleading health claims and unverified dietary advice continue to circulate widely, often without sufficient regulatory oversight. (RQ) To address this, content moderation based on partnerships with nutrition experts, fact-checkers could serve as a proactive framework. Educational campaigns aimed at digital literacy, especially for young consumers, are also essential.

Social media influencers must realize that they have the power to change and shape public perception. This new role must be treated with responsibility and seriousness. While monetizing on food products is an important part of their activities, SM platforms must regulate and screen misleading messaging and claims to safeguard the young population’s well-being. In addition, the misrepresentation by influencers of dietary models like veganism and the distorted messaging about animal welfare by companies remain issues. Companies and influencers must work closely together in creating a messaging and tone that aligns with brand values, while remaining honest, transparent, and relatable.

Influencer marketing is no longer an isolated phenomenon, but rather a more complex relationship that has social, ethical, and moral implications. Influencers face specific ethical dilemmas as they balance financial incentives with the responsibility to promote accurate, sustainable messaging. These dilemmas often include endorsing highly processed or unsustainable food products for profit, potentially misleading their audiences. Navigating these challenges requires clearer disclosure standards, ethics training, and transparent partnerships that align with sustainability goals. Moreover, social media now acts as a platform with a dual function. First, it is a marketing tool for companies to engage consumers with personalized campaigns (e.g., big data analytics enabling tailored dietary suggestions). Second, it is also a feedback source where consumers voice expectations around sustainability, transparency, and ethical aspects.

Our review contributes to understanding how social media both creates and reflects consumer values, marketing strategies, and sustainability initiatives in the food industry. It highlights the change from traditional marketing to a complex process of empowerment, misinformation, and ethical activism. Importantly, we describe the relationship between social norms, peer influence, and digital content as motivators of sustainable consumption behaviors.

Our review is subject to several limitations. First, by focusing exclusively on the ISI Web of Science (WoS) database and restricting the language to English, we may have excluded valuable research published in other databases or languages. This could introduce regional or cultural biases, particularly given the global variability in social media use and sustainability priorities. Second, while 29 articles met the inclusion criteria, this relatively small sample reflects the early and emerging nature of this research field. Third, qualitative thematic analysis, while rich in context, may include interpretive subjectivity. Finally, the fast paced evolution of digital platforms means that older studies may not fully capture current trends or technologies, such as AI-based marketing or platform specific behaviors on TikTok or Instagram.

Further research is needed to explore how algorithmic recommendation systems and AI-driven personalization influence sustainable food choices. Studies could also examine cultural differences in sustainability communication and the effectiveness of influencer marketing across global markets. Additionally, future reviews could expand to include non-English and grey literature to reduce publication bias and better reflect regional practices. Future studies could also adopt automated content analysis techniques to monitor the spread and evolution of food-related misinformation over time. Natural language processing (NLP), sentiment analysis, and machine learning classification tools may enable researchers to detect patterns in large datasets drawn from platforms such as Instagram, TikTok, or YouTube.

 

Reviewer 2 Report

Comments and Suggestions for Authors

Dear Author,

I would further suggest that you enhance the rigour of your discussion by embedding quantitative insights into the narrative. Specifically, you might state that “10 out of the 29 analysed papers (34 %) reported instances of misleading health claims on social media,” thereby furnishing a concrete benchmark for readers. Such a figure not only underscores the scale of the problem but also contextualises the urgency of your recommendations.

Moreover, you could strengthen the policy implications by elaborating on how this statistic could inform regulatory strategies. For instance, you might propose that policymakers consider mandating transparency requirements for influencer-sponsored content, particularly when health-related assertions are involved. By linking the prevalence data directly to actionable policy measures, you will afford your conclusions greater depth and practical relevance.

Finally, I recommend briefly outlining potential methods for future studies to monitor and quantify misinformation trends over time—perhaps through automated content analysis or sentiment tracking tools. This will demonstrate forward-looking engagement with the topic and encourage subsequent research to build upon your foundational work.

Author Response

Reviewer 2

Comment 1

I would further suggest that you enhance the rigour of your discussion by embedding quantitative insights into the narrative. Specifically, you might state that “10 out of the 29 analysed papers (34 %) reported instances of misleading health claims on social media,” thereby furnishing a concrete benchmark for readers. Such a figure not only underscores the scale of the problem but also contextualises the urgency of your recommendations.

Response 1:

Dear reviewer, what a valuable insight! Thank you very much for this idea, we like it very much! We included this part in the following section of the paper (lines 561-570):

Among the 29 reviewed publications, 10 studies (approximately a third) explicitly reported instances of misleading or unverified health claims disseminated via social media platforms. This finding underscores the significant prevalence of misinformation in the digital food discourse, highlighting its growing influence on consumer perceptions and behavior.

These misleading narratives often suggest exaggerated dietary benefits, detox myths, or unrealistic body image goals. Given their widespread reach, particularly when shared by influencers or viral posts, the consequences extend beyond individual food choices to broader public health outcomes, including confusion, poor nutrition literacy, and lack of trust in institutional health guidance.

Comment 2

Moreover, you could strengthen the policy implications by elaborating on how this statistic could inform regulatory strategies. For instance, you might propose that policymakers consider mandating transparency requirements for influencer-sponsored content, particularly when health-related assertions are involved. By linking the prevalence data directly to actionable policy measures, you will afford your conclusions greater depth and practical relevance.

Response 2:

Dear reviewer, we agree with you and have now extended our recommendations for policymakers section of the paper as follows (Lines 914- 980):

3.11. Recommendations for Policymakers

The insights from our analysis can offer valuable recommendations for policymakers. Social media’s wide reach and influence make it an invaluable tool to promote sustainable consumption. However, this potential can only be fully exploited with guidance and support. We, the authors, recommend that policymakers:

• Develop clear guidelines and monitoring to combat and to control misinformation, especially around health and sustainability claims. This includes holding influencers and platforms accountable for the content they promote.
• For instance, France has introduced labeling guidelines for influencers, while the UK’s Advertising Standards Authority monitors misleading health or environmental claims. These models could inspire international frameworks for influencer accountability.
• Regulatory bodies might implement a verification system for nutrition-related influencers, requiring content based on evidence or partnership with certified dietitians to reduce the spread of harmful claims.
• Invest in public awareness and education campaigns that improve media literacy and critical evaluation skills, empowering consumers to discern credible information and make informed food choices.
• Encourage partnerships among government agencies, industry players, health professionals, and social media platforms to create transparent messaging around sustainable food consumption.
• Determine businesses to adopt transparent supply chain practices and communicate these clearly on social media, building consumer trust and promoting ethical consumption.
• Social media platforms could be controlled through government partnerships or public grants to promote sustainable messaging via curated content sections, sustainability badges, or specific campaigns created with NGOs or educational institutions.
• Utilize social media’s interactive features to engage communities in sustainability initiatives, food waste reduction, and healthy eating campaigns tailored to diverse audiences.
• Campaigns should be culturally adaptive, considering local dietary norms, literacy levels, and socio-economic barriers. For example, mobile campaigns may reach underrepresented groups in rural or low income settings.
• Policymakers might consider introducing mandatory transparency requirements for influencer content, particularly in cases involving health or nutritional claims. For instance, requiring visible disclaimers or third-party verification when influencers promote supplements, diets, or lifestyle changes would help mitigate the risk of misleading the public.

3.12. Recommendations for stakeholders

- Media literacy initiatives should be encouraged to help consumers critically assess food content. Civil society organizations can play a crucial role by creating online awareness campaigns that promote responsible consumption, especially among youth.

- Platforms should consider using sustainability “trust labels” or working with fact-checkers for content involving health or environmental claims. Food brands could adopt more transparent sustainability reporting through interactive social media campaigns.

3.13. Recommendations for consumers

Consumers should recognize that not all dietary, nutritional, or food product information encountered on social media is credible or based on evidence. Particular caution is warranted with content promoted by influencers lacking professional qualifications in nutrition or health. To mitigate misinformation risks:

• Evaluate the source of information, prioritizing content from certified professionals (e.g., registered dietitians, public health organizations).
• Verify dietary and health claims through institutional sources such as the World Health Organization (WHO) or national food safety authorities.

As consumer interest in ethical food sourcing and production grows, individuals are encouraged to actively pursue transparency in the products they consume:

• Utilize available digital tools such as QR codes, traceability platforms, and labeling schemes to access supply chain information, especially for animal-based or imported products.
• Demand clear communication from brands on social media regarding what terms such as "sustainable," "organic," or "local" signify in their operational context, and whether these are backed by regulation or third-party certification.

 

Comment 3

Finally, I recommend briefly outlining potential methods for future studies to monitor and quantify misinformation trends over time—perhaps through automated content analysis or sentiment tracking tools. This will demonstrate forward-looking engagement with the topic and encourage subsequent research to build upon your foundational work

Response 3

Dear reviewer, we totally agree, we have now included the following paragraph to accommodate your request: (Lines 1038-1049).

Further research is needed to explore how algorithmic recommendation systems and AI-driven personalization influence sustainable food choices. Studies could also examine cultural differences in sustainability communication and the effectiveness of influencer marketing across global markets. Additionally, future reviews could expand to include non-English and grey literature to reduce publication bias and better reflect regional practices. Future studies could also adopt automated content analysis techniques to monitor the spread and evolution of food-related misinformation over time. Natural language processing (NLP), sentiment analysis, and machine learning classification tools may enable researchers to detect patterns in large datasets drawn from platforms such as Instagram, TikTok, or YouTube.

Reviewer 3 Report

Comments and Suggestions for Authors

Topic.
The article analyses the impact of social media on the promotion of sustainable consumption in the food industry through a bibliometric review of publications from the ISI Web of Science database over the past 13 years. The topic is extremely relevant, given the growing role of social media in shaping consumer behaviour, especially in the field of sustainable development and nutrition. The review covers key aspects such as influencer marketing, the spread of misinformation, ethical issues, and the impact of new technologies (e.g., artificial meat and 3D food printing).
Introduction.
It would be worthwhile to separate the introduction and literature review into separate sections.
Methodology.
The review is conducted in accordance with the PRISMA standard, with clearly described criteria for literature selection. The methodology is transparent, meets the modern requirements for bibliometric reviews, and allows for reasonable conclusions and recommendations.
However, I would not start the section with a figure, but rather place it after the text or in the text, describing the methodology more clearly
Results and Discussion:
The research results are presented clearly and in a standard format that is consistent with the requirements for scientific publications. 
The article does not contain its own empirical data, but is a bibliometric review, so it would be worthwhile to more clearly outline the contribution of the article in comparison with previous reviews on this topic and to support the results of the discussion with analytical data (for example, to use other databases to visualise the material presented).

Conclusions and recommendations
It would be worthwhile to systematise who will benefit from the recommendations based on the results of this study. Section 3.11 contains recommendations only for policy makers. It would also be worthwhile to add the following recommendations, for example, for scientists, consumers, etc.

I wish the authors success.

Author Response

Reviewer 3

Topic.
The article analyses the impact of social media on the promotion of sustainable consumption in the food industry through a bibliometric review of publications from the ISI Web of Science database over the past 13 years. The topic is extremely relevant, given the growing role of social media in shaping consumer behaviour, especially in the field of sustainable development and nutrition. The review covers key aspects such as influencer marketing, the spread of misinformation, ethical issues, and the impact of new technologies (e.g., artificial meat and 3D food printing).

Comment 1

Introduction.
It would be worthwhile to separate the introduction and literature review into separate sections.

Response 1

Dear reviewer, thank you for your valuable insights regarding the introduction section. We had a similar comment from another reviewer, and taking into account both suggestions, we made the following modifications to the introduction section:

1. Introduction
   • Sustainability context

Sustainable consumption in the food industry refers to the use of food products and services that meet present nutritional needs without compromising the ability of future generations to meet theirs. This concept includes responsible resource management across the entire food supply chain, including production, distribution, marketing, and waste management. It also considers social, environmental, and economic factors, such as reducing carbon footprints, improving transparency, and cultivating ethical labor practices [1,2].

Over the past decade, the rise of social media (SM) has significantly transformed how individuals engage with food content and make consumption decisions. Unlike traditional media, social media platforms offer immediate, interactive, and personalized content. These platforms, ranging from Facebook to TikTok, have shifted toward participatory media in which users, brands, and influencers co-create narratives around food, health, and lifestyle choices.

• Media Shift

We find ourselves in a new era of unlimited information, where social media has transformed into a powerful tool for influencer partnerships, campaigns, “what I ate in a day” videos, and paid advertisements. It seems like brands in the food industry brands increasingly use influencer appearances to align with consumer values, to shape public perception, to capitalize on influencers’ bodies and appearances to sell their product, or to advocate for their value and uniqueness [3]. Consumers often perceive these products endorsed by food influencers to be more trustworthy and desirable, compared to those promoted by traditional marketing channels [4,5].

• Influencer Marketing

Influencer marketing strategies can significantly influence purchasing behaviors, especially when the influencer is seen as credible and relatable [6,7]. Sponsored posts, social relationships, and marketing tactics are frequently used to enhance the appeal and effectiveness of food marketing on social media [8].

This also applies to vulnerable groups such as children. Some researchers argue that influencer campaigns on SM can increase immediate food intake among children, particularly when unhealthy foods are promoted. Interestingly, healthy food promotion by influencers did not increase food intake in children [9,10].

The consensus among researchers is that the field is still developing, meaning ongoing research is needed to fully understand the longitudinal effects and best practices [11,12]. Amidst these innovations and emerging trends, consumers are increasingly challenged by the overwhelming volume of content, which contributes to continuous cognitive stimulation and potential information fatigue. Cancel culture has become popular, and every day, a new controversy or a new story emerges about one product or a sustainable food movement.

• Ethical concerns

Social media influencers often share content about nutrition and health that can be misleading or false, exploiting their large followings to spread misinformation. Viral posts can reduce perceived deception and increase sharing, especially when users feel a social connection with the influencer [13].

Furthermore, customers started to voice their demands more and more about ethical food choices, sustainable solutions for production systems, transparency on animal welfare, and food labeling. Globally, we see a new trend of creating awareness on social media about sustainable food consumption. International efforts like “Slow Food” [14] and initiatives have been implemented to motivate customers to be more aware of where their food comes from of its nutritional values, production processes, and packaging [15]. There is a "trust deficit" between consumers and food companies, with only a minority expressing messages about food safety and production processes. This leads to a demand for traceability and open communication throughout the supply chain [16]. A paradigm change has occurred, transforming the purchasing phenomenon into behaviors rooted in ethical values. Customers look to buy products that minimize environmental and health impacts [17].

Many consumers lack knowledge about sustainable packaging alternatives and their environmental implications, which can negatively influence their decision making [18,19]. Researchers advocate for clear communication based on evidence and for regulated sustainable labels. This would help customers make the best choices and would contribute to closing this knowledge gap [17,20].

Influencer marketing extends across most domains, including food, hospitality, and tourism sectors, aiming to promote local cuisine, restaurants, and culinary experiences [6,21]. Ethical eating in tourism and hospitality refers to choosing foods that are sourced and consumed that take into account animal welfare and environmental sustainability [22,23]. There is a gap in how these ethical aspects translate to actual behaviors, where factors such as time, budget, and convenience block sustainable food choices for tourists, even among Gen Z, a more aware generation regarding sustainable choices [23,24].

Parbey [25] conducted a review, analyzing 31 publications, aiming to examine how food and nutrition information is promoted in Ghana. Key findings stipulate that while traditional media like TV and radio remain influential, social media is taking over among urban youth. The review recommends stronger regulations on food marketing on social media to protect public health.

Basrowi [26]  similarly carried out a review on the impacts of nutritional marketing from influential journals indexed on PubMed, Elsevier, ProQuest, and Google Scholar. Results show that claims made in nutrition marketing strongly influence consumer behavior and food choices.

These claims often promote health solutions but can oversimplify or manipulate information creating unrealistic expectations. The authors advocate for integrity, transparency, and regulation in nutrition marketing to prevent misinformation.

In addition, Chowdhury [12] used the method of bibliometric review to analyze how the widespread use of social media changed the agri-food sector. They found that online media, combined with credulous audiences and limited accountability, increases the risk of misinformation (unintentional spread of false info) and disinformation (intentional spread of false info). In addition, they argue that these issues are underexplored in the agri-food sector, especially within digital agricultural communities.

• Gaps in research

Most of the reviews we consulted for this literature review focus on the impact of influencer marketing among young consumers, such as children and adolescents [27]. They highlight the need for transparency of sponsored content and regulation to protect vulnerable groups [10].

Notably, we report new technologies based on AI [28] and innovations (e.g., 3D food printing, artificial meat) in the field. These technologies offer customized foods, thus opening new possibilities for customers and producers [29,30]. For example, cultured meat and precision fermentation are becoming more sustainable alternatives to traditional animal products. These alternatives offer a solution to environmental and ethical concerns while meeting consumer demand for protein sources [31]. We observe a trend toward plant based meat alternatives and natural foods. Some argue that these products are expected to change the market in the following years [29]. What remains to be seen, however, is whether these alternatives are actually sustainable, not just from an environmental perspective, but from ethical and economic standpoints.

Although several reviews examined the role of social media in influencing food choices, these often focus on specific demographics (e.g., youth or urban populations), platforms (e.g., Instagram or YouTube), or marketing strategies (e.g., influencer endorsement). Few studies offer a comprehensive thematic synthesis of the literature that connects sustainability, the food industry, and social media across global contexts.

• Study aim

This bibliometric review addresses this gap by analyzing 29 peer-reviewed articles retrieved from the ISI Web of Science database. We identify key themes and trends, offering insights based on evidence into how social media can be used to promote sustainable food consumption. In doing so, it also highlights implications for scholars, marketers, and policymakers interested in using digital platforms to drive sustainability in the food sector. By adopting a qualitative approach, we can deepen our understanding of how social media influences sustainable food consumption; we can identify key themes and trends to then make some practical suggestions to policymakers and scholars within the field. Furthermore, this study aims to describe the paradigm change in social media communication regarding food consumption. Previous research has focused on the negative effects on the younger generation and emerging food trends such as plant based alternatives. Our study aims to contribute to closing the gap on understanding the complex relationships between customer purchasing behaviors, influencer marketing strategies, customer empowerment on social media, and misinformation. In addition, it explores the dual function of SM: marketing tool and feedback source. Based on the revised literature, we formulated two research objectives:

O1: To analyze existing research on the role of SM platforms in promoting sustainable consumption practices within the food industry, identifying key themes and trends.

O2: To provide insights and recommendations for policymakers on using SM as a tool to promote sustainable consumption.

In addition, to help us achieve these goals, we identified the following research questions:

RQ1: What changed over time in communication about food consumption on social media?

RQ2: What challenges, such as misinformation or trust issues affect SM as a tool for promoting sustainable food consumption?

 

Comment 2

Methodology.
The review is conducted in accordance with the PRISMA standard, with clearly described criteria for literature selection. The methodology is transparent, meets the modern requirements for bibliometric reviews, and allows for reasonable conclusions and recommendations.
However, I would not start the section with a figure, but rather place it after the text or in the text, describing the methodology more clearly

Response 2

Dear reviewer, thank you so much for your insightful comment. We have now changed the methodology section and rephrased the description of the methods used more clearly and moved the figure down in the text.

1. Materials and Methods

To align the literature search with the research objectives and ensure the findings addressed our research questions, we conducted a systematic search of the ISI Web of Science (WoS) database. We applied three filters: “sustainable consumption,” “food industry,” and “social media.” The initial search identified 38 records, all of which were screened for inclusion. No duplicates were found. The following inclusion criteria were applied:

-Articles published in journals indexed in the ISI WoS database;

-Publication dates between 2012 (the earliest relevant entry) and 2025 (the time of review);

-Articles written in English;

-Studies focused on food and social media, including consumer behavior, marketing, sustainability, and communication;

-Full-text availability for detailed review.

We limited our search to English-language publications in the WoS database due to accessibility and indexing reliability. However, we acknowledge this as a limitation, as relevant research in other languages or indexed elsewhere may have been omitted.

The data extraction process was conducted using a structured Excel 365 spreadsheet. Key information, such as authorship, publication year, study design, methodological approach, sample characteristics, and main findings, was recorded for each article. This approach ensured methodological consistency and data organization throughout the review process. A summarized version of the extracted data is presented in Appendix A.

Qualitative analysis was performed using an inductive thematic synthesis. We closely read the selected articles to identify recurring themes, topics, and patterns, which were then categorized into ten core dimensions. The analysis involved open coding followed by clustering of codes into broader thematic categories. This process allowed for a detailed understanding of how social media influences sustainable consumption practices within the food industry.

Figure 1. PRISMA Workflow.

Figure 1 (PRISMA Workflow) illustrates the screening and selection process of the reviewed articles, from identification to final inclusion. Table 1 outlines the ten key dimensions identified during thematic analysis, including topics such as food marketing on social media, misinformation and health claims, sustainable eating behavior, consumer empowerment, and technological innovation. These elements provided a consistent base for structuring the results and discussion sections of the paper.

 

Comment 3

Results and Discussion:
The research results are presented clearly and in a standard format that is consistent with the requirements for scientific publications. 
The article does not contain its own empirical data, but is a bibliometric review, so it would be worthwhile to more clearly outline the contribution of the article in comparison with previous reviews on this topic and to support the results of the discussion with analytical data (for example, to use other databases to visualise the material presented).

Response 3

Dear reviewer, we totally agree with your comment, and we have now added the following paragraph to accommodate your request:

Our bibliometric review explored how social media platforms influence sustainable consumption in the food industry. Additionally, we aimed to identify themes, trends, and provide insights for policymakers. The qualitative analysis of documents allowed us to understand the role of social media, which transformed from a simple marketing channel to a platform for consumer empowerment, ethical engagement, and promoting sustainability. Unlike earlier reviews that focused primarily on influencer marketing or children’s exposure to food marketing, our study offered a broader synthesis across ten distinct thematic areas, including ethical eating, food waste, traceability, and food technology.

Comment 4

Conclusions and recommendations

It would be worthwhile to systematise who will benefit from the recommendations based on the results of this study. Section 3.11 contains recommendations only for policy makers. It would also be worthwhile to add the following recommendations, for example, for scientists, consumers, etc.

Response 4

Dear reviewer, thank you so much for your suggestions! We have extended the recommendations section to include other stakeholders (Lines 914- 980):

3.11. Recommendations for Policymakers

The insights from our analysis can offer valuable recommendations for policymakers. Social media’s wide reach and influence make it an invaluable tool to promote sustainable consumption. However, this potential can only be fully exploited with guidance and support. We, the authors, recommend that policymakers:

• Develop clear guidelines and monitoring to combat and to control misinformation, especially around health and sustainability claims. This includes holding influencers and platforms accountable for the content they promote.
• For instance, France has introduced labeling guidelines for influencers, while the UK’s Advertising Standards Authority monitors misleading health or environmental claims. These models could inspire international frameworks for influencer accountability.
• Regulatory bodies might implement a verification system for nutrition-related influencers, requiring content based on evidence or partnership with certified dietitians to reduce the spread of harmful claims.
• Invest in public awareness and education campaigns that improve media literacy and critical evaluation skills, empowering consumers to discern credible information and make informed food choices.
• Encourage partnerships among government agencies, industry players, health professionals, and social media platforms to create transparent messaging around sustainable food consumption.
• Determine businesses to adopt transparent supply chain practices and communicate these clearly on social media, building consumer trust and promoting ethical consumption.
• Social media platforms could be controlled through government partnerships or public grants to promote sustainable messaging via curated content sections, sustainability badges, or specific campaigns created with NGOs or educational institutions.
• Utilize social media’s interactive features to engage communities in sustainability initiatives, food waste reduction, and healthy eating campaigns tailored to diverse audiences.
• Campaigns should be culturally adaptive, considering local dietary norms, literacy levels, and socio-economic barriers. For example, mobile campaigns may reach underrepresented groups in rural or low income settings.
• Policymakers might consider introducing mandatory transparency requirements for influencer content, particularly in cases involving health or nutritional claims. For instance, requiring visible disclaimers or third-party verification when influencers promote supplements, diets, or lifestyle changes would help mitigate the risk of misleading the public.

3.12. Recommendations for stakeholders

- Media literacy initiatives should be encouraged to help consumers critically assess food content. Civil society organizations can play a crucial role by creating online awareness campaigns that promote responsible consumption, especially among youth.

- Platforms should consider using sustainability “trust labels” or working with fact-checkers for content involving health or environmental claims. Food brands could adopt more transparent sustainability reporting through interactive social media campaigns.

3.13. Recommendations for consumers

Consumers should recognize that not all dietary, nutritional, or food product information encountered on social media is credible or based on evidence. Particular caution is warranted with content promoted by influencers lacking professional qualifications in nutrition or health. To mitigate misinformation risks:

• Evaluate the source of information, prioritizing content from certified professionals (e.g., registered dietitians, public health organizations).
• Verify dietary and health claims through institutional sources such as the World Health Organization (WHO) or national food safety authorities.

As consumer interest in ethical food sourcing and production grows, individuals are encouraged to actively pursue transparency in the products they consume:

• Utilize available digital tools such as QR codes, traceability platforms, and labeling schemes to access supply chain information, especially for animal-based or imported products.
• Demand clear communication from brands on social media regarding what terms such as "sustainable," "organic," or "local" signify in their operational context, and whether these are backed by regulation or third-party certification.

 

Round 2

Reviewer 1 Report

Comments and Suggestions for Authors

Dear Authors,

Thank you for submitting the revised version of your manuscript titled "The Influence of Social Media Platforms on Promoting Sustainable Consumption in the Food Industry: A Systematic Review of Research." I would like to express my appreciation for the efforts you have made to address most of my previous concerns. Your thoughtful revisions have significantly improved the overall clarity and quality of the paper.

Before final submission, I would like to kindly remind you to ensure full adherence to the formatting requirements of the Sustainability journal—particularly with regard to the correct abbreviation of journal names in the reference list. This step is essential to maintain consistency with the journal’s editorial standards.

Wishing you all the best as you move forward in the publication process.