When Faces Speak: Decoding Consumer Reactions to Supply Chain Sustainability Communication

The contemporary consumer has observed an increasing level of attention from companies regarding sustainability. In recent years, companies have sought to make their sustainability commitments more transparent by describing them in communications, products, processes, and innovative initiatives, thereby broadening stakeholders' and consumers' views of supply chain operations. This chapter presents the findings of a research study on sustainability communication in the supply chain, which adopted a mixed-methods approach. In this study, consumer responses to communication were analysed in terms of emotional reactions using face-tracking and survey data. The face coding system was utilised to detect consumers' emotional reactions, as well as their engagement and interest in the provided communication material. The related results were analysed using a Deep Learning System for image recognition that combines Ekman's categorisation and Russel's multidimensionality. The research results obtained enable deeper exploration of the dimensions of knowledge, emotions, and credibility in supply chain sustainability communication. The analysis highlights several critical factors that companies must address to strengthen their communication strategies, both in terms of approach and content, as well as the channels used, so that their commitment to a green transition along the supply chain is perceived as credible and trustworthy. Building on these unprecedented findings, the chapter presents theoretical and managerial implications designed to reinforce sustainability initiatives and enhance the effectiveness of related communication efforts.