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This paper examines user generated social media content bearing on consumers’ attitude and belief systems taking the domain of natural food product as illustrative case. This research sheds light on how consumers think and talk about natural food within the context of food well-being and health.

The authors used a keyword-based approach to extract user generated content from Twitter and used both food as well-being and food as health frameworks for analysis of more than two million tweets.

The authors found that consumers mostly discuss food marketing and less frequently discuss food policy. Their results show that tweets regarding naturalness were significantly less frequent in food categories that feature naturalness to an extent, e.g. fruits and vegetables, compared to food categories dominated by technologies, processing and man-made innovation, such as proteins, seasonings and snacks.

This paper provides numerous implications and contributions to the literature on consumer behavior, marketing and public policy in the domain of natural food.

The authors’ exploratory findings can be used to guide food system stakeholders, farmers and food processors to obtain insights into consumers' mindset on food products, novel concepts, systems and diets through social media analytics.

The authors’ results contribute to the literature on the use of social media in food marketing on understanding consumers' attitudes and beliefs toward natural food, food as the well-being literature and food as the health literature, by examining the way consumers think about natural (versus man-made) food using user generated content of Twitter, which has not been previously used.

This study aims to explore how the boundary between science and society can be addressed to support the transformation of higher education towards sustainable development (HESD) in the sense of the whole institution approach. It analyses students’ learning experiences in self-led sustainability projects conducted outside formal curricula to highlight their potential contribution to HESD. The students’ projects are conceived as learning spaces in “sustainability-oriented ecologies of learning” (Wals, 2020) in which five learning dimensions can be examined.

Using an iterative, grounded-theory-inspired qualitative approach and sensitising concepts, 13 in-depth semi-structured interviews were conducted exploring students’ learning experiences. Interviews were categorised in MAXQDA and analysed against a literature review.

Results revealed that students’ experiences of non-formal learning in self-led projects triggered deep learning and change agency. Trust, social cohesion, empowerment and self-efficacy were both results and conditions of learning. Students’ learnings are classified according to higher education institutions’ (HEIs) sustainability agendas, providing systematised insights for HEIs regarding their accommodative, reformative or transformative (Sterling, 2021) path to sustainable development.

The education for sustainable development (ESD) debate focuses mainly on ESD competences in formal settings. Few studies explore students’ learnings where formal and non-formal learning meet. This article investigates a space where students interact with different actors from society while remaining rooted in their HEIs. When acting as “change agents” in this hybrid context, students can also become “boundary agents” helping their HEIs move the sustainability agenda forward towards a whole institution approach. Learning from students’ learnings is thus proposed as a lever for transformation.

This paper aims to propose a conceptual model which can be used in tourism and hospitality organizations to nurture human behavior change in favor of people and the planet's well-being.

A detailed review of the relevant theories and previous studies was conducted in this study.

Eight propositions have emerged in this research illustrating the mechanisms through which spiritual leadership within organizations can lead to a sustainable recovery of people and the planet during and post-pandemic era.

In line with the United Nation's agenda for sustainable development goals, this paper provides important insights for managers, policymakers, and practitioners on a soft transition toward sustainable business practices as an attempt toward the social, environmental, and economic prosperity for people and the planet.

This research is one of the few studies exploring the contribution of spiritual leadership in tourism and hospitality organizations to the well-being of people and the planet.