Paper Title
DECODING CONSUMER SENTIMENT: A CONTENT ANALYSIS OF VEGAN FOOD REVIEWS ON AMAZON

Abstract
Abstract Purpose: Consumer sentiment towards vegan food products is a critical aspect of understanding the growing interest in plant-based diets and sustainable consumption. This research aims to decode consumer sentiment by conducting a content analysis of reviews for vegan food products available on Amazon. The objective is to gain insights into the perceptions, preferences, and concerns of consumers regarding vegan food items, as reflected in their online reviews. Design/methodology/approach: The methodology employed in this research involves a systematic content analysis of customer reviews for a diverse range of vegan food products listed on Amazon. The first part of research involves conducting a pilot survey and applying factor analysis to identify the most robust variables to measure vegan food expectations followed by collecting comprehensive sample of reviews and using qualitative content analysis techniques to identify the opinions expressed by consumers regarding the taste, quality, packaging, pricing, and overall satisfaction with vegan food products. Findings: The insights from the sentiment analysis are constructive and point towards specific gaps and areas of improvement in the vegan food segment. Practical/social implication: The analysis framework in itself can be applied for other product categories as well, providing a more detailed understanding of the consumer expectations rather than the superficial ratings. The outcome of this research is expected to shed light on the factors influencing consumer attitudes towards vegan foods, thereby informing strategies for product development, marketing, and enhancing consumer satisfaction in the growing plant-based food market. Originality/value: The method is innovative as it amalgamates the quantitative methods to narrow down to the most reliable parameters of evaluating perception towards vegan food as well as qualitative methods to ascertain the same parameters from a more descriptive perspective. Keywords: Consumer Sentiment, Vegan food, Reviews, Amazon, Content Analysis