When Food Gets Political: How Does News Drive Green Food Offerings? – MSI

Working Paper

When Food Gets Political: How Does News Drive Green Food Offerings?

Boya Xu, Tong Guo and Daniel Yi Xu

Apr 10, 2025

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Analyzes the role of local news coverage and organic social media posts in promoting adoption of a meat alternative by local restaurants and stores and the moderating effect of political affiliation.

Topics

advertising innovation & new product development Social Media & Social Influencers

research recap

Beyond Meat Marketing: The Impact of Free News and Social Media

Start-up companies in new categories often have limited marketing budgets. Free local news coverage and social media posts can help local merchants to adopt innovative products, especially where they align with consumers’ views on environmental sustainability or other values, achieving results comparable to traditional TV advertising of consumer package goods.

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