Young adult consumer’s perception of value proposition towards organic foods: a tweet based analysis using NVivo

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 people’s 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.