Circular Economy in the Agri-food Industry. How Social Media Can Create Engagement?

The need to redesign production and consumption models to achieve sustainable development is widely recognized. In this context, the circular economy (CE) model, based on reduction, reuse, and recycling activities, has emerged as a powerful framework to succeed in this global trial. Scholars have highlighted that the engagement of the whole supply chain is essential to successfully shift from the traditional linear economic framework to the CE model, especially in the agri-food (AF) sector. Accordingly, stakeholder engagement plays a crucial role in this process. Recently, scientific literature has demonstrated that companies could use social media (SM) as a disclosure instrument to generate engagement between companies and their stakeholders. Starting from this background, this research aims to explore stakeholders’ perceptions regarding the disclosure of CE practices and performance in the agri-food (AF) sector through SM.