Young adult consumers perception of value proposition towards organic foods: a tweet based analysis using NVivo
- Title
- Young adult consumers perception of value proposition towards organic foods: a tweet based analysis using NVivo
- Creator
- Tripathi A.P.; Tripathi A.; Gupta S.
- Description
- Given the increasing focus on sustainable food production, the present study investigates consumer perceptions of organic food and its value proposition. Twenty thousand tweets between May 7, 2020, and May 7, 2021, from Indian consumers concerning organic food were analyzed using the text analytics program (Nvivo) to find an ongoing conversational theme. The study demonstrates that value propositions highlighting personal health attributes (such as being nutritious, dairy-free, and gluten-free) and consumption benefits (like taste and deliciousness) significantly convince people to eat more organic food. Despite the documented environmental benefits associated with organic food consumption, our analysis of customer interactions revealed a limited focus on sustainability or ecological considerations. The study highlights the significance of creating covered messaging tactics targeting various clientele groups. Moreover, it underscores the consequence of employing complex value propositions that emphasize various advantages that promote sustainable consumption practices among clients. Future studies could look into more inclusive platforms and demographic representations to understand peoples perceptions of organic food. Moreover, the implications extend to managerial strategies that support businesses in aligning product offerings with consumer preferences to create a more sustainable food environment. The Author(s) under exclusive licence to The Society for Reliability Engineering, Quality and Operations Management (SREQOM), India and The Division of Operation and Maintenance, Lulea University of Technology, Sweden 2024.
- Source
- International Journal of System Assurance Engineering and Management
- Date
- 2024-01-01
- Publisher
- Springer
- Subject
- Health attributes; Organic food; Sustainability; Value proposition
- Coverage
- Tripathi A.P., School of Business and Management CHRIST (Deemed to be University), NCR, Delhi, India; Tripathi A., Jaipuria School of Business, Ghaziabad, India; Gupta S., Jaipuria School of Business, Ghaziabad, India, UCSI University Kuching, Kuching, Malaysia
- Rights
- Restricted Access
- Relation
- ISSN: 9756809
- Format
- Online
- Language
- English
- Type
- Article
Collection
Citation
Tripathi A.P.; Tripathi A.; Gupta S., “Young adult consumers perception of value proposition towards organic foods: a tweet based analysis using NVivo,” CHRIST (Deemed To Be University) Institutional Repository, accessed February 23, 2025, https://archives.christuniversity.in/items/show/13423.