Public Resource
Using social media audience data to analyse the drivers of low-carbon diets
Sibel Eker, David Garcia, Hugo Valin, and Bas van Ruijven. Environmental Research Letters.

Increasing education around low-carbon diets (e.g., vegetarianism) is important for encouraging that type of behavioral shift. Using ad-based data from Facebook, the researchers analyzed individuals’ interest in vegetarianism and sustainable living across 61 countries. They find that across countries education is the main determinant of interest in vegetarian diets. While raising awareness about these diets is not a direct measure of educational attainment, the researchers conclude that raising awareness about sustainable consumption is a good step. Women are also more likely to be interested in low-carbon diets, as are younger individuals. Practitioners who aim to increase the adoption of low-carbon diets should consider these factors when developing initiative and policies.