SUSTAINABILITY IN LUXURY GASTRONOMY: ARE CELEBRITY CHEFS VOCAL ABOUT IT?

Chefs, and particularly Michelin-starred ones, have evolved from almost anonymous figures into influential human brands, popularising luxury gastronomy to the general public. This popularity has brought an increasing demand for sustainability in luxury gastronomy. Although luxury and sustainability have often been seen as conflicting concepts, fine dining increasingly serves as a space where these dimensions intersect through creative and responsible practices. However, while research has examined how chefs promote sustainability within their restaurants, little is known about how they personally communicate these values. This study examines the personal communication on social media of the 25 most powerful Italian chefs identified by Forbes, investigating whether and how they advocate for sustainability, as well as the types of messages they employ. The findings offer insights into the role of celebrity chefs in shaping public discourse on sustainable luxury gastronomy beyond the restaurant setting