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

  • Vibha Trivedi Jindal Global Business School, O.P. Jindal Global University Sonipat, India
  • Krishan Kumar Pandey Jindal Global Business School, O.P. Jindal Global University Sonipat, India
  • Ashish Trivedi Jindal Global Business School, O.P. Jindal Global University Sonipat, India
Keywords: COVID-19, prosumption, social sustainability, social media postings, DIY-cooking


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.


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Author Biographies

Vibha Trivedi, Jindal Global Business School, O.P. Jindal Global University Sonipat, India

Vibha Trivedi works as a Teaching and Research for Intellectual Pursuit (TRIP) Fellow at O.P. Jindal Global University, India. She is a PhD in Marketing area from O.P. Jindal Global University. In her doctoral research, she conducted an experiment to examine the role of online deals on consumer repurchase intention. She also holds an MBA in International Business from the University of Lucknow and is UGC-NET qualified. Her current areas of research interest include e-retailing, symbolic brands, customer experiences, repurchase intention, e-waste, Prosumption, and sustainable practices in business and the environment. Her research works have been published in a journal of international repute and have also been accepted for presentation at international conferences. She has been recognised with the “Best Student Researcher” award in 2019 and for Research Excellence in 2021 by O.P. Jindal Global University. She has taught at undergraduate, postgraduate and doctoral levels.

Krishan Kumar Pandey, Jindal Global Business School, O.P. Jindal Global University Sonipat, India

Krishan Kumar Pandey is currently working as a Dean, Office of Doctoral Studies & Professor in the area of decision sciences at Jindal Global Business School and Director, Office of Doctoral Studies (ODS) at O.P. Jindal Global (Institution of Eminence Deemed To Be University). Dr. Pandey holds Bachler’s, Master’s and Doctorate in Statistics from JNV University, Jodhpur. He also holds a Master of Business Administration degree from Allahabad and an executive program in data science from Xavier School of Management (XLRI), Jamshedpur. Dr. Pandey has worked for Fachhochschule Frankfurt am Main University of Applied Sciences, Frankfurt, Germany on the European Union’s project for capacity building of the Indian aviation sector.

Ashish Trivedi, Jindal Global Business School, O.P. Jindal Global University Sonipat, India

Ashish Trivedi works as an Associate Professor in the area of Operations Management and Decision Sciences at Jindal Global Business School, O.P. Jindal Global (Institution of Eminence Deemed To Be University), Sonipat. He is also the Assistant Dean of Integrated BBA-MBA Programme offered by the business school. He is a fellow (Ph.D.) from Indian Institute of Management Rohtak. In his doctoral research, he developed a decision support model for shelter planning in humanitarian relief. He also holds an MBA degree in International Business from University of Lucknow and an engineering degree in Electronics and Communication. His research has been published in various journals of international repute including International Journal of Project Management, Journal of Cleaner Production, Journal of Multi-criteria Decision Analysis, International Journal of Disaster risk reduction and so forth. He has also presented his research works at various international conferences held in Europe, UK, Australia and Singapore.


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