What is SDG 12

Over recent years, companies have developed multiple corporate social responsibility (CSR) actions with the aim of being more economically, socially, and environmentally responsible with their surroundings. In this context, many of these strategies are linked to the Sustainable Development Goals (SDG) set out in the framework of Agenda 2030. As far as SDG 12 is concerned, the role of supermarkets in its achievement is evident, due to the fact that it is closely related to food, food waste, and healthy diets. Taking this into account, the objective of this research is to find out how Spanish supermarket chains are communicating their CSR strategies based on SDG 12 through their social networks. A survey of 300 people has been carried out to understand the level of importance that the Spanish population gives to supermarkets complying with and communicating their commitment to SDG 12. Thanks to the results of this research, companies will be able to carry out specific communication and social marketing strategies through social networks with which they will enhance their brand image and reputation.