Sustainability Communication of Nestlé on Twitter in the German and French Context

Abstract

This paper examines the differences in sustainability communication of the two Twitter profiles, Nestlé Germany and Nestlé France. The world's largest food company Nestlé is faced with the challenge of maintaining legitimacy towards international stakeholders through sustainability issues. The question arises whether the company is using the theory of cultural dimensions, which is widespread in management (Hofstede et al., 2010), in order to communicate sustainability in international markets in a target group-oriented manner. This also would be the case for the important European markets Germany and France. Additionally, the different classification of the two countries in the Food Sustainability Index 2019 raises the question of whether food sustainability is weighted differently in the two countries and whether communication about it is different.