Green bites: decoding the language and imagery of social media in influencing food waste reduction behavior

Purpose Food loss and waste are a critical global concern, with approximately one-third of global food production lost annually, creating severe environmental and resource challenges. To effectively drive sustainable consumption and minimize waste, collaboration among different stakeholders is essential. This conceptual study explores how food waste reduction strategies can be framed and understood through the lens of value co-creation conceptualized through the service-dominant logic (SD-L) framework, emphasizing the role of digital communication and stakeholder’s collaborations and food waste communications strategies across multiple levels. Design/methodology/approach This study develops a conceptual framework using qualitative methods. It examines 1,560 social media posts from 20 European food brands, applying a hybrid approach that combines manual coding and artificial intelligence-supported content analysis. This analysis investigates value co-creation processes within the SD-L framework across different stakeholder interactions. Findings This study identifies four dimensions of value co-creation: information and regulation, participation and involvement, motivation and persuasion and innovation for sustainability. Digital tools, such as food-sharing apps, emerged as key instruments for engaging consumers and enabling collaboration among stakeholders. Originality/value By integrating SD-L into a multilevel context, this research contributes to theoretical insights on value co-creation and trans-contextual value exchange within the food waste ecosystem. It also provides actionable guidance on leveraging digital platforms and collaborative approaches to support sustainable behavior and reduce food waste effectively.