Prosumption for Social Sustainability: Social-media Posting of DIY-cooking Outcomes During COVID-19

Sharing of Do-It-Yourself (DIY) cooking outcomes on various social media platforms was one of the most visible phenomena on the digital landscapes during COVID-19 led lockdowns. Since the prosumption of food is not considered as a source of alternative food system only, but also as a source of pleasure, DIY-cooking-related social media posts during the lockdown were prevalent among internet users. This paper examines variations in the social media posting behavior of food prosumers based on four individual and three social factors of gender, age, marital status, and family structure. Responses from 198 Facebook food community members were used to test the statistical hypotheses. The analyses report that the need for entertainment value while posting on social media was different among different demographic factors, whereas self-discovery and social enhancement did not exhibit variations across demographics. The need for social presence mattered more for unmarried people during social isolation whereas females used DIY-cooking posting to fulfil the need for uniqueness. The implications for social sustainability and business practices are also discussed.