IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i4p2075-d747572.html
   My bibliography  Save this article

Exploring Consumer Perceptions of the Value Proposition Embedded in Vegan Food Products Using Text Analytics

Author

Listed:
  • Kelly Cooper

    (School of Exercise and Nutrition Sciences, Faculty of Health, Queensland University of Technology, Brisbane 4059, Australia)

  • Ozgur Dedehayir

    (Faculty of Business and Law, Queensland University of Technology, Brisbane 4000, Australia)

  • Carla Riverola

    (Department of Business Strategy and Innovation, Griffith University, Nathan 4111, Australia)

  • Stephen Harrington

    (Creative Industries Faculty, Queensland University of Technology, Brisbane 4000, Australia)

  • Elizabeth Alpert

    (Digital Observatory, Queensland University of Technology, Brisbane 4000, Australia)

Abstract

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

Suggested Citation

  • Kelly Cooper & Ozgur Dedehayir & Carla Riverola & Stephen Harrington & Elizabeth Alpert, 2022. "Exploring Consumer Perceptions of the Value Proposition Embedded in Vegan Food Products Using Text Analytics," Sustainability, MDPI, vol. 14(4), pages 1-16, February.
  • Handle: RePEc:gam:jsusta:v:14:y:2022:i:4:p:2075-:d:747572
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/4/2075/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/2071-1050/14/4/2075/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Adrian Payne & Pennie Frow & Andreas Eggert, 2017. "The customer value proposition: evolution, development, and application in marketing," Journal of the Academy of Marketing Science, Springer, vol. 45(4), pages 467-489, July.
    2. Van Loo, Ellen J. & Caputo, Vincenzina & Lusk, Jayson L., 2020. "Consumer preferences for farm-raised meat, lab-grown meat, and plant-based meat alternatives: Does information or brand matter?," Food Policy, Elsevier, vol. 95(C).
    3. Deborah Goldring, 2017. "Constructing brand value proposition statements: a systematic literature review," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(2), pages 57-67, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Wuxiang Chen, 2023. "Developing a Sustainable Business Model of Ecotourism in Ethnic-Minority Regions Guided by the Green Economy Concept," Sustainability, MDPI, vol. 15(2), pages 1-25, January.
    2. Eduardo Borges & Susana Campos & Mário Sérgio Teixeira & Maria Raquel Lucas & Ana Teresa Ferreira-Oliveira & Ana Sofia Rodrigues & Manuela Vaz-Velho, 2023. "How Do Companies Communicate Sustainability? A Systematic Literature Review," Sustainability, MDPI, vol. 15(10), pages 1-25, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mélody Leplat & Youenn Loheac & Eric Teillet, 2022. "Preferences & choices experiments with real products consumption: application with plant-based proteins," Post-Print hal-03932623, HAL.
    2. Severin Oesterle & Arne Buchwald & Nils Urbach, 2022. "Investigating the co-creation of IT consulting service value: empirical findings of a matched pair analysis," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(2), pages 571-597, June.
    3. Latinovic, Zoran & Chatterjee, Sharmila C., 2022. "Achieving the promise of AI and ML in delivering economic and relational customer value in B2B," Journal of Business Research, Elsevier, vol. 144(C), pages 966-974.
    4. Paul Fesenfeld, Lukas & Maier, Maiken & Brazzola, Nicoletta & Stolz, Niklas & Sun, Yixian & Kachi, Aya, 2023. "How information, social norms, and experience with novel meat substitutes can create positive political feedback and demand-side policy change," Food Policy, Elsevier, vol. 117(C).
    5. Bazoche, Pascale & Guinet, Nicolas & Poret, Sylvaine & Teyssier, Sabrina, 2023. "Does the provision of information increase the substitution of animal proteins with plant-based proteins? An experimental investigation into consumer choices," Food Policy, Elsevier, vol. 116(C).
    6. Cho, Jihoon & Janda, Swinder, 2023. "Reciprocity in upward product line extensions: A longitudinal study," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    7. Christian Homburg & Moritz Tischer, 2023. "Customer journey management capability in business-to-business markets: Its bright and dark sides and overall impact on firm performance," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 1046-1074, September.
    8. Piepponen, Amanda & Ritala, Paavo & Keränen, Joona & Maijanen, Päivi, 2022. "Digital transformation of the value proposition: A single case study in the media industry," Journal of Business Research, Elsevier, vol. 150(C), pages 311-325.
    9. Kum Fai Yuen & Ling Qian Choo & Xue Li & Yiik Diew Wong & Fei Ma & Xueqin Wang, 2023. "A theoretical investigation of user acceptance of autonomous public transport," Transportation, Springer, vol. 50(2), pages 545-569, April.
    10. Carlsson, Fredrik & Kataria, Mitesh & Lampi, Elina, 2022. "How much does it take? Willingness to switch to meat substitutes," Ecological Economics, Elsevier, vol. 193(C).
    11. Timur Kogabayev & Anne Põder & Henrik Barth & Rando Värnik, 2023. "Prospects for Wood Pellet Production in Kazakhstan: A Case Study on Business Model Adjustment," Energies, MDPI, vol. 16(15), pages 1-20, August.
    12. Nathaniel D. Line & Rodney C. Runyan & Tracy Gonzalez-Padron, 2019. "Multiple stakeholder market orientation: a service-dominant logic perspective of the market orientation paradigm," AMS Review, Springer;Academy of Marketing Science, vol. 9(1), pages 42-60, June.
    13. Lin, Wen & Nayga, Rodolfo M., 2022. "Green identity labeling, environmental information, and pro-environmental food choices," Food Policy, Elsevier, vol. 106(C).
    14. Yi, Yaqun & Wang, Yunhui & Shu, Chengli, 2020. "Business model innovations in China: A focus on value propositions," Business Horizons, Elsevier, vol. 63(6), pages 787-799.
    15. Bry-Chevalier, Tom, 2024. "Comparing the potential of meat alternatives for a more sustainable food system," OSF Preprints ze5yt, Center for Open Science.
    16. Weijun Liu & Zhipeng Hao & Wojciech J. Florkowski & Linhai Wu & Zhengyong Yang, 2022. "Assuring Food Security: Consumers’ Ethical Risk Perception of Meat Substitutes," Agriculture, MDPI, vol. 12(5), pages 1-19, May.
    17. Cathay Kuo-Tai Kang & Chieh-Yu Lin & Yi-Hui Ho, 2022. "Key Factors to Increasing Free Cash Flow for Manufacturers Utilizing Lean Production: An AHP-DEMATEL Approach," Information Management and Business Review, AMH International, vol. 14(2), pages 28-45.
    18. Jeffrey G. Covin & Robert P. Garrett & Donald F. Kuratko & Mark Bolinger, 2021. "Internal corporate venture planning autonomy, strategic evolution, and venture performance," Small Business Economics, Springer, vol. 56(1), pages 293-310, January.
    19. Altmann, Brianne A. & Anders, Sven & Risius, Antje & Mörlein, Daniel, 2022. "Information effects on consumer preferences for alternative animal feedstuffs," Food Policy, Elsevier, vol. 106(C).
    20. Ortega, David L. & Sun, Jiayu & Lin, Wen, 2022. "Identity labels as an instrument to reduce meat demand and encourage consumption of plant based and cultured meat alternatives in China," Food Policy, Elsevier, vol. 111(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:4:p:2075-:d:747572. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.