Management Journal for Advanced Research

1. Introduction

The global shift toward sustainable food consumption has led to an increased interest in organic products, particularly in emerging economies like India, where health and environmental concerns are gaining traction among urban consumers (Verma & Yadav, 2019). India has rapidly expanded its organic agriculture sector, boasting over 4.7 million hectares of certified organic farmland, the largest in Asia,reflecting both domestic policy support and growing consumer demand (Mie et al., 2017). Government programmes such as the National Programme for Organic Production (NPOP) and the Mission Organic Value Chain Development for the North Eastern Region (MOVCD) have played key roles in fostering this growth, alongside policy shifts discouraging chemical-based inputs. The recognition of organic millets during India's leadership in the International Year of Millets (2023) further underscored the country’s focus on promoting climate-resilient crops. Organic food, characterised by the absence of synthetic pesticides, fertilisers, and genetically modified organisms, is often marketed as a healthier and environmentally responsible choice (Smith-Spangler et al., 2012). On the other hand, conventional food products are typically more affordable and widely available but may raise concerns over safety, quality, and long-term health effects (Yue et al., 2008).

The contrast between organic and conventional food consumption is not merely functional but psychological, with consumer sentiment playing a pivotal role in shaping market trends and influencing food policy. Sentiment analysis, an area within natural language processing,has emerged as a valuable approach for interpreting public opinion by analysing unstructured text such as customer reviews (Liu, 2012). This method has proven particularly effective in uncovering hidden consumer motivations and preferences across various sectors, including food and retail.

Kolkata, a metropolitan hub in eastern India, presents a compelling context for this inquiry due to its rich culinary culture, varied demographics, and growing health-conscious population (Mukherjee, Das, & Bhattacharya, 2018). While organic food awareness is on the rise in the city, challenges such as higher pricing and limited accessibility continue to influence consumer behaviour (Datta & Chatterjee, 2011).

Similarly, Selim (2024) highlighted that sentiment analysis of online consumer discourse can reveal deeper social and cultural motivations underlying food consumption choices. In the context of product evaluation, Rajeswari et al. (2020) found that sentiment scores derived from consumer reviews effectively capture differences in consumer perceptions between organic and conventional products.

Advances in text mining techniques have further strengthened the application of sentiment analysis in consumer research. Machine learning and lexicon-based approaches enable more accurate detection of sentiment polarity and emotional intensity within consumer narratives (Zhang et al., 2022). These analytical techniques allow researchers to identify patterns in consumer satisfaction, product perception, and brand engagement. Consequently, sentiment analysis provides a valuable methodological framework for analysing consumer attitudes toward food products through naturally expressed consumer feedback.

2.2 Consumer Preferences for Organic versus Conventional Foods

The global demand for organic food products has increased significantly in recent years, largely driven by growing consumer concerns about health, food safety, and environmental sustainability. Organic foods are generally perceived as healthier and safer alternatives to conventionally produced foods due to their avoidance of synthetic chemicals and environmentally harmful production practices.Consumers increasingly associate organic food consumption with sustainable lifestyles and ethical consumption practices (Rana & Paul, 2022; Hsu et al., 2023). In addition, trust in certification systems and transparency in production processes play an important role in shaping consumer confidence in organic food markets (Nagaraj & Singh, 2023).

Recent empirical research highlights several key determinants of organic food consumption. Health consciousness and food safety concerns are consistently identified as primary drivers of organic food purchasing behaviour (Tandon et al., 2020; Nagaraj, 2021). Environmental concern also plays a significant role, as consumers increasingly associate organic agriculture with sustainable and eco-friendly farming practices (Matharu et al., 2022).

Overall, sentiment analysis offers a valuable methodological approach for examining consumer attitudes toward organic and conventional food products by analysing naturally occurring consumer narratives rather than relying solely on survey-based measures.

2.4 Consumer Perceptions of Traditional Organic Food Products

Traditional food products hold significant cultural and nutritional value in many societies, particularly in countries such as India, where foods like ghee and jaggery have long been integral components of daily diets. With the expansion of organic food markets, these traditional products are increasingly available in organic forms, which has influenced consumer perceptions and evaluations.

Consumers often associate organic versions of traditional foods with greater purity, authenticity, and nutritional value. Studies suggest that organic labelling functions as a quality signal that enhances consumer trust and perceived product credibility (Matharu et al., 2022). As a result, organic variants of traditional foods are frequently perceived as safer and healthier alternatives compared with conventional products.

Recent research also highlights the role of ethical and lifestyle motivations in organic food consumption. Consumers increasingly view organic food choices as expressions of environmental responsibility and sustainable living (Li et al., 2021). These values contribute to favourable consumer attitudes toward organic products and shape positive consumer evaluations.

Despite the growing popularity of organic food products, empirical research examining consumer sentiment toward traditional organic foods using text analytics remains limited. Most previous studies rely on survey-based approaches to measure consumer attitudes and purchase intentions. Therefore, analysing consumer-generated review narratives through sentiment analysis provides an alternative methodological perspective for understanding how consumers evaluate organic and conventional versions of traditional food products.

2.5 Theoretical Foundation

This study draws on signaling theory and expectation–confirmation theory to explain differences in consumer sentiment toward organic and conventional products.

The competition is characterised by numerous regional or local brands and a few national or multinational brands. This research involves sentiment analysis of consumer reviews collected through interviews. We gathered review texts from consumers and analysed them by counting the review length and computing sentiment scores for each review. Therefore, this study, with its specific hypotheses and identified variables, fits into the category of a descriptive study (Cooper & Schindler, 2002).

3.2 Sample Size and Sampling Technique

The study employed a stratified random sampling method to ensure a representative sample of consumers from different types of retail environments in Kolkata. The sampling process began by selecting various areas within Kolkata to represent different parts of the city. Each area was then divided into two strata based on the type of retail environment: organic shops and conventional shops. Within each stratum, shops were randomly selected to provide a mix of both organic and conventional retail environments. From each selected shop, consumers were randomly chosen for interviews. This stratified random sampling approach ensured that both organic and conventional retail environments were adequately represented, capturing a wide range of consumer experiences and opinions.

Structured interviews were conducted with the selected participants to gather detailed insights into their preferences and perceptions regarding conventional and organic ghee and jaggery. During these interviews, we collected the review text provided by the consumers. For each review, we counted the review length and computed sentiment scores. The sample reviews for ghee and jaggery break them down by conventional and organic product as a study variable. This classification helped in understanding the differences in consumer reviews between the two categories.

3.3 Pre-processing the Data

The textual review data were pre-processed using RStudio with supporting packages such as wordcloud and wordcloud2. In line with established text-mining procedures in prior studies (Al-Otaibi et al., 2018; Gaikar & Marakarkandy, 2015), several data cleaning steps were performed to prepare the textual data for sentiment

the review texts were classified into three categories based on review length, measured by the number of words: less than 5 words, 6–10 words, and more than 10 words. Table 2 presents the distribution of reviews across these categories for both organic and conventional product variants.

The results indicate noticeable differences in review length patterns between product types. In the case of ghee, a larger proportion of organic product reviews fall within the more than 10 words category, suggesting that consumers tend to provide more elaborate feedback when evaluating organic variants. Conversely, reviews for conventional ghee are more frequently concentrated in the shorter review-length categories.

For jaggery, the distribution of review lengths is more evenly spread across categories for both organic and conventional products. Although organic jaggery reviews show slightly higher frequencies in the longer review category, the difference between the two product types is less pronounced compared with ghee. These patterns suggest that consumer engagement in textual expression may vary across product categories.

Table 2: Distribution of Reviews Across Review-Length Categories

4.3 Hypothesis Testing: Review Length Differences (H1)

Hypothesis 1 examines whether there is a significant difference in the mean number of words in consumer reviews between organic and conventional product variants. A one-way Analysis of Variance (ANOVA) was conducted separately for ghee and jaggery to test this hypothesis.

The results reveal a significant difference in review length for ghee. Reviews for organic ghee were significantly longer than those for conventional ghee, indicating that consumers tend to provide more detailed feedback when evaluating organic variants.

These findings confirm that consumer sentiment toward organic variants is significantly more positive than toward conventional products. Accordingly, H2 is supported for both product categories.

Table 4 presents the comparative analysis of mean sentiment scores for organic and conventional ghee and jaggery products.

Table 4: Variations in Sentiment Scores

4.5 Factorial ANOVA: Effects of Product Type and Review Length on Sentiment (H3)

To examine whether sentiment scores vary across product types and review-length categories, a two-way factorial ANOVA (2 × 3 design) was conducted with sentiment score as the dependent variable. The independent variables included product classification (organic vs. conventional) and review-length category (less than 5 words, 6–10 words, and more than 10 words).

For ghee, the results indicate that both product classification (F = 18.862, p < 0.001) and review length (F = 3.848, p = 0.023) significantly influence sentiment scores. In addition, the interaction effect between product classification and review length was statistically significant (F = 5.119, p = 0.006). This suggests that the influence of review length on sentiment differs between organic and conventional ghee products. Therefore, H3 is fully supported for the ghee category.

For jaggery, the results indicate that product classification significantly affects sentiment scores (F = 12.45, p < 0.001). However, neither review length (F = 1.408, p = 0.246) nor the interaction between product classification and review length (F = 1.668, p = 0.191) was statistically significant. These findings suggest that consumer sentiment toward jaggery is primarily influenced by product type rather than the length of the review. Consequently, H3 is partially supported for jaggery.

These findings reinforce the results of the factorial ANOVA, which indicated a significant interaction effect between product classification and review length. The results suggest that consumer engagement, as reflected in review length, amplifies positive sentiment more strongly for organic ghee than for conventional variants. This pattern highlights the stronger emotional and evaluative involvement associated with organic product experiences.

Table 6: Sentiment Score Variations for Ghee

4.7 Sentiment Scores Across Review-Length Categories for Jaggery

Table 7 presents the variation in mean sentiment scores for organic and conventional jaggery across different review-length categories. The results indicate that organic jaggery consistently receives higher sentiment scores than conventional jaggery across all review-length groups, suggesting a generally more favourable consumer perception toward organic variants.

For organic jaggery, the mean sentiment score increases as the review length becomes longer, rising from 0.322 for reviews containing fewer than five words to 2.28 for reviews exceeding ten words. This pattern suggests that consumers who provide more detailed feedback tend to express stronger positive evaluations of organic jaggery.

In the case of conventional jaggery, sentiment scores also increase with review length, but the values remain comparatively lower than those observed for organic products. The mean sentiment score increases from 0.013 for shorter reviews to 1.13 for reviews exceeding ten words, indicating a relatively moderate level of consumer sentiment toward conventional variants.

Figure 1: Word Cloud for Conventional Ghee

Figure 2 displays the most frequently occurring words in consumer reviews of organic ghee, highlighting terms associated with purity, taste, and product quality.

Figure 2: Word Cloud for Organic Ghee

Figure 3 illustrates the most common words used in consumer reviews of conventional jaggery, reflecting general product attributes discussed by consumers.

This suggests that consumers tend to express more detailed experiences when discussing organic ghee, possibly due to heightened perceptions of product quality, purity, and health benefits.

In contrast, the difference in review length between organic and conventional jaggery is not statistically significant. Although organic jaggery reviews show slightly higher average word counts, consumers appear to express their opinions about jaggery in relatively concise forms regardless of product type. Therefore, H1 is supported for ghee but not supported for jaggery.

H2: Difference in Sentiment Scores between Organic and Conventional Products

The sentiment analysis indicates a consistent positive bias toward organic products. Both organic ghee and organic jaggery receive significantly higher sentiment scores compared with their conventional counterparts. This finding suggests that consumers perceive organic variants more favourably, likely due to associations with natural production processes, health benefits, and product authenticity.

The sentiment advantage is particularly pronounced in the case of ghee, where organic variants generate stronger positive emotional responses among consumers. These results provide strong support for H2, confirming that product classification significantly influences consumer sentiment.

H3: Effect of Product Class and Review Length on Sentiment

The factorial analysis reveals that the influence of review length on sentiment varies across product categories. For ghee, both product class and review length significantly affect sentiment scores, and their interaction is also significant. This indicates that longer reviews tend to amplify positive sentiment toward organic ghee, reflecting deeper consumer engagement and more expressive evaluation.

For jaggery, however, review length does not significantly influence sentiment scores, and no interaction effect is observed. Consumer sentiment toward jaggery appears to be driven primarily by product classification rather than the extent of textual expression. Consequently, H3 is fully supported for ghee but only partially supported for jaggery.

For high-involvement products such as organic ghee, brands may benefit from storytelling-based marketing strategies that highlight product origin, production methods, and nutritional advantages. In contrast, for products such as jaggery, simpler communication focusing on product authenticity and health benefits may be more effective.

Fourth, the consistent positive sentiment toward organic products indicates an opportunity for retailers to expand the visibility and availability of organic variants in retail outlets. Retailers can strengthen consumer confidence by displaying clear organic certification labels, product origin information, and quality assurances. These practices can help reduce consumer scepticism regarding organic authenticity and improve trust in organic food markets.

Finally, policymakers and industry regulators can utilise these findings to promote greater awareness of certified organic food products. Public awareness campaigns emphasising the benefits of organic agriculture and the importance of certification standards can help strengthen consumer trust and encourage the adoption of organic food products. Such initiatives may contribute to the broader goal of promoting sustainable food consumption and supporting environmentally responsible agricultural practices.

The study highlights that consumer sentiment toward organic food products represents a valuable source of market intelligence. By systematically analysing consumer feedback and review narratives, firms can gain deeper insights into consumer expectations and design more effective product positioning and marketing strategies.

7. Conclusion

This study examined consumer sentiment toward organic and conventional variants of ghee and jaggery by applying sentiment analysis to consumer-generated review narratives collected in Kolkata. By integrating text-mining techniques with statistical analysis, the research provides empirical insights into how consumers evaluate traditional food products when organic alternatives are available.

The results reveal a clear positive sentiment bias toward organic products, indicating that consumers generally perceive organic variants more favourably than conventional ones.

such as fruits, vegetables, or processed organic products may follow different evaluation patterns.

Finally, while sentiment analysis provides valuable insights into expressed consumer opinions, it may not fully capture underlying motivations or actual purchasing behaviour. Consumer reviews may reflect subjective perceptions that do not always translate directly into purchasing decisions.

9. Scope for Future Research

Future research may extend this study in several ways. First, researchers may analyse larger datasets from multiple cities or regions in order to improve the generalisability of findings and better understand regional variations in organic food perceptions.

Second, future studies may examine a broader range of organic food categories, including dairy products, packaged organic foods, and fresh produce, to determine whether similar sentiment patterns exist across different product types.

Third, the use of advanced machine learning or deep learning techniques for sentiment classification may provide more accurate identification of emotional expressions in consumer reviews. These approaches could capture more nuanced consumer attitudes compared with lexicon-based methods.

Finally, future research may integrate sentiment analysis with behavioural data such as purchase frequency, price sensitivity, or consumer demographics, enabling a more comprehensive understanding of how consumer sentiment influences organic food purchasing behaviour.

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