A new food behaviour named "Food citizenship" brings to new market trends. Consumers, motivated by personal, environmental, economical and social interests, want to know more information about food, in order to make an awareness and sustainable choice. Leveraging on Industry 4.0 strategically guidelines, a system able to manage and share the food information along the Agrifood Value Chain, is easy to develop but probably goes to the detriment of human factor. The challenge is to communicate this information to the food citizen, intercepting, at the same time, their interests and their value. In order to find a strategy to show the food-product information using ICT technology, tweets about EXPO 2015 are analysed through Social Network and Semantic Analysis. A comparison with the XTC trends definitions allowed the conception and definition of an ethical communication model and IT solution, able to illustrate to customer the food-product in a pertinent way. © 2018 Association for Computing Machinery.
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