Jana Pitrová

Growing research and technological development is making the commercial production of cultured meat as a sustainable alternative to livestock-derived meat an increasing reality. However, to competitively position cultured meat on the food market, appropriate marketing and communication tailored to specific demographics is required. We aimed to define the motives that influence the willingness to include cultured meat in consumption based on age, specifically in Generation Z and Generation Y. To achieve this, data from a questionnaire survey that asked about ethical, ecological and health and safety factors around cultured meat was collected from 740 respondents (301 Generation Z and 439 Generation Y) and analyzed using the Mann–Whitney test and structural equation modeling. Generation Z were significantly more likely than Generation Y (p < 0.05) to consider cultured meat healthier than conventional meat because of the possibility of adjusting the composition and nutrient content. Generation Z were also significantly less concerned than Generation Y (p < 0.05) about the consequences that consuming cultured meat might have on human health. In Generation Z, ethical, ecological and health and safety factors significantly influenced their willingness to consume cultured meat (all p < 0.01). In conclusion, we confirmed the influence of ecological and ethical awareness, as well as health and safety, on willingness to include cultured meat in consumption; these areas could be targeted when marketing cultured meat.

Many people now consider social networking to be an indispensable tool. There are now over 4.6 billion social media users, who leave a digital footprint through their online interactions. These big data provide enormous research potential for identifying the social and cultural aspects of the monitored topic. Moreover, the use of social media platforms has been found to have an impact on eating habits. The analysis of these social networks is thus essential to understand the factors that influence eating habits. To this aim, we identified the main topics associated with food bloggers on Twitter using the Social Media Analysis based on the Hashtag Research Framework of 686,450 Tweets captured from 171,243 unique users from 1 January 2017 to 30 May 2022. Based on the analysis of communication on Twitter, the most communicated hashtags in the food blogger sphere were as follows: #yummy, #healthy, #homemade, and #vegan. From the point of view of communities, three major clusters were identified, including (1) healthy lifestyle, (2) home-made food, and (3) fast food, and two minor clusters were identified, namely, (4) breakfast and brunch and (5) food traveling.

The rapid development of technologies for cultured meat production has led to new challenges for producers regarding appropriate communication with future customers in order to deliver products to a viable market. Communication analysis of social media enables the identification of the key characteristics of the monitored topic, as well as the main areas of communication by individual users based on active digital footprints. This study aimed to identify the key characteristics of cultured meat based on communication analysis of the social network Twitter. Communication analysis was performed based on 36,356 Tweets posted by 4128 individual users. This analysis identified the following main communicated characteristics: clean meat, future meat, and sustainable meat. Latent Dittrich allocation identified five communication topics: (1) clean and sustainable products, (2) comparisons with plant-based protein and the impact on agribusiness, (3) positive environmental aspects, (4) cultured meat as an alternative protein, and (5) the regulation of cultured meat.

We address the issue of managing beef herds from the perspective of small‐scale farmers and propose an optimization model applicable to the conditions of the Czech Republic. Our research focused on optimization under existing system conditions with established procedures. We present a linear programming model of beef herd development over a 10‐year period that considers the limited capacity of small‐scale farms. The key decision‐making variables represent the acquisition of heifers and the selection of heifers for fattening and breeding. For 102 selected scenarios, we demonstrate the impact of proper heifer acquisition and farmers’ profit sensitivity on the key parameters. For the key parameters, we identify thresholds that determine the sustainability of small‐scale Czech beef farms. The proposed model demonstrates the crucial impact of subsidies on the profitability of beef farms. A 24% decrease in subsidies is shown to be the threshold at which a farmer's optimal strategy is to leave the market.

Social networks have become a common part of many people’s daily lives. Users spend more and more time on these platforms and create an active and passive digital footprint through their interaction with other subjects. These data have high research potential in many fields, because understanding people’s communication on social media is essential to understanding their attitudes, experiences and behaviours. Social media analysis is a relatively new subject. There is still a need to develop methods and tools for researchers to help solve typical problems associated with this area. A researcher will be able to focus on the subject of research entirely. This article describes the Social Media Analysis based on Hashtag Research (SMAHR) framework, which uses social network analysis methods to explore social media communication through a network of hashtags. The results show that social media analysis based on hashtags provides information applicable to theoretical research and practical strategic marketing and management applications.

Livestock production often has a crucial role in the overall farm system, especially under unpredictable conditions. In the Czech Republic, cattle farming is stagnating and farmers have to search for additional and alternative sources of income. Diversification strategies often mean that farmers have to find new uses for existing resources (farm buildings, equipment, labor), stepping into the meat processing sector and farm-to-table system or into agritourism. In this paper, we simulate the scenarios representing the potential benefit of diversification into agritourism. The paper adopts the system dynamics approach to model three different sized farms, calibrated with official data. In addition, a management flight simulator is used in an applied case study. In both cases, we evaluate the impact of the agritourism on the economic performance of the farm. In the case study, we also test the scenarios of the impact of coronavirus lockdown. From the long-term perspective, the diversification into agritourism brings the benefit even under the conditions of one season lockdown and improves the economic output of the beef cattle farm more than the farm-to-table strategy.

The increasing popularity of social media worldwide provides us with an opportunity to understand social, cultural, and environmental issues about people’s perception of sustainability. The article aims at identifying the main topics of communication related to hashtag # sustainability based on a communication analysis on the Twitter network. We investigated the perception of sustainability using data from 414,926 Twitter interactions by 223,476 users worldwide. The data were recorded between April 17, 2018 and July 12, 2019. We identified Innovation, Environment, Climate Change, Corporate Social Responsibility, Technology, and Energy as key hashtags in the field of sustainability. In conjunction with this, we identified the six following communities: (1) Environmental Sustainability, (2) Sustainability Awareness, (3) Renewable Energy and Climate Change, (4) Innovative Technology, (5) Green Architecture, and (6) Food Sustainability. The usage of these communities is applicable in marketing communication as well as in the Corporate Social Responsibility activities of the given companies. The results of the analysis give the organizations a possible direction for their sustainable business model improvement via the contribution of society´s voice.

Small farmers represent a majority of the European Union (EU) farming sector and are considered the cornerstone of both the current and future sustainable EU agriculture. The dynamic complexity of livestock systems hinders the understanding of its behaviour, as well as recognizing the causes of problems and sources of resistance to applied policies and strategies. Livestock system behaviour needs to be understood in order to find leverage points and identify efficient solutions. The presented study depicts issues of small-scale beef cattle farmers in the market environment from a systemic perspective. The common complexity of managing a company increases with biological processes characterized by very long time periods, especially in the case of beef cattle farming. The scenarios analysed by the computer simulation model presented in the study evaluate the benefits of basic diversification into meat processing and a farm-to-table approach. The direct contact of the farmer with the final consumers represents increased demand and requirements on farmers’ entrepreneurship; nevertheless, such a strategy is a significant growth driver that allows faster maximisation of the farm’s output, accelerates the return of the investments, strengthens the market position of the farmer, and increases the farm’s sustainability.

The aim of this paper is to examine the communication content of Instagram social network users, on the basis of the hashtags they use relating to gamification and to define communities within the network in the context of education. The results are based on the analysis of Instagram's worldwide social network. Primary data were collected using a script to capture communication on the social network Instagram. The analysis included Instagram photos selected on the basis of hashtag #gamification (17,994 contributions). The results identify that the most commonly associated expressions with hashtags #gamification are hashtags associated with education and business, especially where startup and innovation are concerned. On the basis of an analysis visually isolated communities with average modularity of 0.506 were identified, which relate to the communication of the gamification on the social network Instagram: 1) Education, 2) Entrepreneurship, 3) Gamification in general, 4) Social and 5) Enjoyment. The benefit of analysis for the education area is to identify the university‘s links between Education and Entrepreneurship and the Teacher and Trust between education and enjoyment.