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Green-Labelled Rice versus Conventional Rice: Perception and Emotion of Chinese Consumers Based on Review Mining
Heng Xu1, Mengyun Xiao1, Jun Zeng1
1School of Management, Henan University of Technology, Zhengzhou 450001, China.
Foods (Basel, Switzerland)
|January 8, 2023
Summary
Consumer interest in green food surged post-COVID-19. This study reveals green rice consumers prioritize origin and taste, but mistrust and packaging issues create a purchase gap.
Area of Science:
- Consumer Behavior
- Food Science
- Psychology
Background:
- The COVID-19 pandemic heightened public health awareness, increasing demand for safe, immunity-boosting foods like green food.
- A significant gap exists between consumer intention to purchase green food and actual purchasing behavior, necessitating further investigation.
Purpose of the Study:
- To compare consumer perceptions and emotions towards green-labelled rice versus conventional rice.
- To identify key factors influencing the intention-behavior gap in green food consumption.
- To provide insights for promoting green consumption and the sustainable food industry.
Main Methods:
- Utilized topic modeling and sentiment analysis on 77,429 online reviews from JD.com.
- Analyzed consumer focus, attitudes, and sentiments regarding green-labelled and conventional rice.
Main Results:
- Consumer concern for green-labelled rice is rising, with generally positive attitudes.
- Green rice consumers prioritize origin, aroma, and taste more than conventional rice consumers.
- Conventional rice consumers focus on value for money, while green rice consumers remain price-sensitive.
- Mistrust in green labels and packaging damage during delivery are primary drivers of negative sentiment for green rice.
Conclusions:
- Consumer perceptions and emotions differ significantly between green-labelled and conventional rice.
- Addressing green label mistrust and logistical issues is crucial to bridge the intention-behavior gap.
- Findings offer valuable insights for marketing green food products and fostering sustainable practices.
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