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.

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Politická ekonomie - impaktovaný časopis Vysoké školy ekonomické v Praze