Social media has recently become an essential component of our daily modern life, with platforms like Facebook, YouTube, and Twitter serving as popular venues for people to share their opinions on various topics, including sustainable food. The interest in consumer sentiments towards sustainable practices has increased particularly after Covid-2019. This study investigates the attitudes and needs of Swedish consumers regarding sustainable food consumption as reflected in their social media interactions using 4588 comments from Facebook and YouTube. The methodology used are sentiment analysis and topic modelling with VADER and Latent Dirichlet Allocation (LDA) respectively. The results reveal a generally strong positive attitude toward sustainable food. However, the study observes further a decline in positive sentiments over time, indicating changing consumer opinions. The primary topic identified is market challenges, such as high pricing. Furthermore, health concerns and environmental considerations are identified both as important factors influencing the choice of sustainable food. The findings highlight the necessity for policy interventions to enhance the affordability and accessibility of sustainable food, as well as the effective use of social media for raising consumer awareness.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:du-48519 |
| Date | January 2024 |
| Creators | Ayubu, Victoria Said, Khan, Mohammed Shahid |
| Publisher | Högskolan Dalarna, Mikrodataanalys |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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