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Sharing Origin Information in Online Community: How Social Enterprises Drive Ethical Consumption

In: Proceedings of the 2025 5th International Conference on Informatization Economic Development and Management (IEDM 2025)

Author

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  • Fan Fan

    (Ehime University, Faculty of Collaborative Regional Innovation)

Abstract

The promotion of ethical consumption in the online agricultural product market has garnered significant attention. This study examines how social enterprises can effectively utilize online communities to foster ethical consumption by emphasizing origin information. By analyzing consumer reviews from the online communities of the Japanese agricultural product store, the findings reveal that consumers prioritize not only the taste and health benefits of agricultural products but also the importance of their production origins. This study underscores the pivotal role of strategic communication within online communities and offers practical insights for social enterprises to design marketing strategies that align with ethical consumption values, thereby supporting regional revitalization and advancing sustainable development goals.

Suggested Citation

  • Fan Fan, 2025. "Sharing Origin Information in Online Community: How Social Enterprises Drive Ethical Consumption," Advances in Economics, Business and Management Research, in: Meilin Zhang & Au Yong Hui Nee & Khurram Shehzad & Sameer Kumar & Ehsan Javanmardi (ed.), Proceedings of the 2025 5th International Conference on Informatization Economic Development and Management (IEDM 2025), pages 279-286, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-724-3_27
    DOI: 10.2991/978-94-6463-724-3_27
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