Exploring Consumer Perceptions of the Value Proposition Embedded in Vegan Food Products Using Text Analytics
نویسندگان
چکیده
Given the increasing interest in sustainable food consumption and production, this study aims to understand how consumers perceive value proposition of vegan food. Over 120,000 tweets relating veganism were extracted from Twitter, which then analysed using text analytics tool Leximancer ascertain predominant themes conversation taking place around Our results show that, light three main drivers for choice—ethical, personal health, environmental—surprisingly, we see a limited number environmental or sustainability motivated tweets. This is significant finding, as, while reported be sustainable, not preferred topic consumers. Value propositions communicated with respect health attributes (e.g., dairy free, gluten nutrition), benefits tasty, delicious) are more likely resonate motivate increased concurrently delivering as positive side-effect. Furthermore, polarity attitudes conversations between vegans non-vegans on Twitter underscores that single unlikely reach both groups simultaneously different required these respective groups.
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ژورنال
عنوان ژورنال: Sustainability
سال: 2022
ISSN: ['2071-1050']
DOI: https://doi.org/10.3390/su14042075