FOOD IN THE CONTEXT OF SUSTAINABILITY - INSTAGRAM SOCIAL NETWORK ANALYSIS

Annotation: Food sustainability is one of the key topics in the field of sustainability. Moreover, food is an integral part of human life. One of the important aspects of researching a problem is understanding the perception of the topic. One option for a deep understanding of social, cultural, and environmental issues is analyzing people's activities on social media in the area of food sustainability. The aim of this article is to identify the key topics and communities that are associated with the #sustainability and #food hashtags that are used together in Instagram messages. The data were recorded between November 13, 2017, and December 11, 2018. It is unique data because, on December 11, 2018, Instagram banned downloading data based on API. The software captured messages that used the hashtag #sustainability and also contained #food. A total of 38 565 Instagram messages written by 12 364 unique users worldwide were recorded during this period. Basic network analysis based on frequency characteristics and Eivenvector centrality identified key topics that are communicated on the Instagram social network: Organic, Vegan, Zero Waste, Eco Friendly, Food Wase, and Healthy food. Community analysis extracted 5 communities: Healthy sustainable living; Ecological sustainability; Support local agriculture; Community development, and Charity.