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EMAC 2022 Annual

Social media communication of local and international CSR initiatives concerning customer education and engagement of German discount supermarket chains in Europe

Published: May 24, 2022


Rita Lukács, Budapest Metropolitan University


Retailers’ role in preventing overconsumption and food waste is controversial because, in addition to product promotion, they should educate and engage their customers in these topics as a focus of their CSR communication activities. The social media content of German food-retailers Aldi (Süd) and Lidl have been examined in Austria, Germany, Hungary, and the United Kingdom to understand the role of local and international initiatives. As a result of the content analysis conducted in social media channels Facebook, Instagram and YouTube, the conclusion can be drawn that the German headquarters have started some international initiatives to decrease their carbon-footsteps, reduce food waste, use less and more recycled packaging, and offer more sustainable alternatives. The subsidiaries share information about them, although the accents of CSR-related content in the three selected markets are local, focusing more on awareness-raising and customer education than engagement.