Zero waste trends in consumption: demand side insights through social media analysis

The development of the Zero Waste (ZW) concept and the concentration of many different stakeholder groups around it influences the need for an in-depth understanding of their role and influence in this area. Therefore, the aim of this paper is to find out the trends regarding waste reduction among consumers who identify with the ZW movement. Thus, a content analysis of posts presented on social media of user groups identifying with the Zero Waste movement in Poland, France and Germany was conducted. The results show that the posts focus on sustainable products in the following areas: cosmetics, food, fashion, technology and packaging, and that the intensity of interest in particular topics varies from country to country. The research provides an understanding of the role of stakeholders such as eco-conscious consumers using social media to promote responsible consumption.