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13 (2) 2023

Exploring consumer opinions on vegetarian food by sentiment analysis method


Author - Affiliation:
Tran Thi Huong Thao - University of Economics and Law, Ho Chi Minh City Vietnam National University, Ho Chi Minh City , Vietnam
Ho Trung Thanh - University of Economics and Law, Ho Chi Minh City Vietnam National University, Ho Chi Minh City , Vietnam
Corresponding author: Ho Trung Thanh - thanhht@uel.edu.vn
Submitted: 25-04-2022
Accepted: 30-06-2022
Published: 18-10-2022

Abstract
The study’s aim is to explore consumer opinions on vegetarian food in the electronic commerce area by the qualitative research method, in more detail, based on utilizing the lexicon-based approach to analyze sentiment. The sentiment of five aspects including price, package, shipment, brand, and quality is considered detecting from customers’ reviews. Besides, the rating tags are also categorized as an opinion (positive, negative, neutral) based on the star number. The dataset includes 17,892 customer reviews. The findings found that the customers’ sentiments are 20.8% positive, 0.7% negative, and 78.5% neutral for an average of five aspects. Product quality is the most concerning of the five aspects of customer comments. This aspect also makes up 8,672 positive comments. Besides, quality and package aspects are more than 5,000 positively attached tags and shipment has the most negative tags taking 26 rating tags. Furthermore, the average of the stars is 4.94 stars, which is close to reaching the peak of 5.0 stars. This study demonstrates that the view of customers for aspects about vegan products according to text comments, the quality aspect has a significant number of positive comments than other aspects. Hence, the business might understand the significant factors to deal with them.

JEL codes
C61; C63; C67

Keywords
lexicon-based approach; product review; sentiment analysis; vegetarian food; Vietnamese market

Full Text:
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Cite this paper as:

Tran, T. T. H., & Ho, T. T. (2023). Exploring consumer opinions on vegetarian food by sentiment analysis method. Ho Chi Minh City Open University Journal of Science – Economics and Business Administration, 13(2), 69-84. doi:10.46223/HCMCOUJS.econ.en.13.2.2256.2023


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DOI: https://doi.org/10.46223/HCMCOUJS.econ.en.13.2.2256.2023
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