Using Instagram as a Communication Channel in Green Marketing Digital Mix: A Case Study of bio&bio Organic Food Chain in Croatia

Abstract

Purpose: This paper aims to explore how Instagram can be used as a communication channel in green marketing digital mix through content analysis of posts published on the official Instagram account of bio&bio, the first Croatian organic food store.

Method: Using a case study approach, qualitative content analysis was implemented in the period from January to May 2020. A total of 93 textual posts published on the official bio&bio Instagram account were analysed and then categorised using Carlson, Grove and Kangun's categorisation of the following five types of environmental claims – product orientation, process orientation, image orientation, environmental orientation and combination.

Findings: Instagram in the first line serves as the promotion channel. Although Instagram de-emphasises textual description in favour of image use, which makes it different from other social media platforms, this study showed how companies can send effective green messages using the appropriate environmental-oriented claims to their audience and in that way raise the awareness about their products and position themselves as good corporate citizens.

Research limitations: The results derived from this case study cannot be generalised since they are based on a single case in one country.

Originality/value of paper: The paper represents the first research on how Instagram can be used as a communication channel in the context of green marketing digital mix in the Republic of Croatia. The results derived from this case study can serve as a ground floor for future researches on how companies can use Instagram as a communication channel embedded in green marketing digital mix.

Citation

Šikić, F. (2021), "Using Instagram as a Communication Channel in Green Marketing Digital Mix: A Case Study of bio&bio Organic Food Chain in Croatia", Topić, M. and Lodorfos, G. (Ed.) The Sustainability Debate (Critical Studies on Corporate Responsibility, Governance and Sustainability, Vol. 14), Emerald Publishing Limited, Leeds, pp. 221-236. https://doi.org/10.1108/S2043-905920210000015013