Customer Experience with Organic Food: Global View

  • Ladislav Pilař, Lucie Kvasničková Stanislavská Department of Management, Faculty of Economics and Management, Czech University of Life Sciences Prague, Prague, Czech Republic
  • Stanislav Rojík, Roman Kvasnička, Jana Poláková Department of Management, Faculty of Economics and Management, Czech University of Life Sciences Prague, Prague, Czech Republic
  • George Gresham Davis College of Business, Jacksonville University, Jacksonville, USA

Abstract

In recent years, organic food production has been rising dramatically both in the EU and the USA. Previous research on consumer perception of organic food has mainly employed questionnaire survey methods. However, in the current age of the social network phenomenon, social media could prove to be a rich source of data. Increasingly, consumers are using social networks to share personal attitudes and experiences. This shared content could inform us about consumer opinions. Social network analysis and related sentiment analysis could allow identification of consumers’ experience and feelings about organic food. We investigated the perception of organic food using 1,325,435 Instagram interactions by 313,883 users worldwide. The data were recorded between July 4, 2016, and April 19, 2017. We identified three major hashtag areas (healthy, vegan, and clean food). The sentiment analysis revealed three dominant areas related to the #organicfood hashtag (feelings, taste, and appearance). Cluster analysis extracted four areas, as follows: Healthy living, Vegetarian, vegan, and raw diets, Clean eating, and Active healthy living. The mentioned communities are significant and useful at identification of customers values for farmers organic food product management and marketing communication in terms of product positioning.

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How to Cite
Stanislavská, L. P. L. K., S. R. R. K. Jana Poláková, and G. Gresham. “Customer Experience With Organic Food: Global View”. Emirates Journal of Food and Agriculture, Vol. 30, no. 11, Dec. 2018, pp. 918-26, doi:https://doi.org/10.9755/ejfa.2018.v30.i11.1856. Accessed 29 Nov. 2022.
Section
Regular Articles