Research on strategies for improving green product consumption sentiment from the perspective of big data

Liping Wang, Longjun Chen and Chuang Li

Journal of Retailing and Consumer Services, 2024, vol. 79, issue C

Abstract: Promoting green development by stimulating consumers’ green consumption sentiment is an important measure to achieve carbon peaking and carbon neutrality goals in China. This article uses Python to crawl a total of 139075 consumer review data from 164 green products on the JingDong (JD.com) e-commerce platform from June 1, 2020 to May 6, 2023, identifies consumers’ key focus on green products in the four fields of clothing, food, housing, and transportation. And it explores the mechanism of joint action between each content, analyzes consumers’ green consumption sentiment and their causes, and deeply studies the dimensions of consumer demand by using TF-IDF segmentation weight analysis, word cloud mapping, network semantic analysis, sentiment analysis, and theme word mining. The research has found that: (1) The green consumption sentiment of consumers has an increasingly positive time trend. (2) Consumers prioritize appearance for clothing and home products, quality for food products, and service for travel products. And customer service attitude is an important factor that leads to the transformation of positive sentiment to negative sentiment. (3) The basic attributes that consumers pay attention to green products are mainly quality, appearance, transportation, price, service, and brand. Consumers’ attention to the green features and basic attributes of green products shows a significant growth trend. And consumers’ attention to the green features of green products can enhance their recommendation and loyalty. (4) The combined effect of consumers’ core and sub-core concerns forms consumers’ evaluation of green products. The participles in the core circle are the positive core determining factors for consumers’ green consumption sentiment, while the participles in the secondary core circle are the driving factors that make green consumption sentiment approach the maximum value. (5) Consumers’ demand for green products is mainly reflected in three dimensions: aesthetic acceptance demand, leisure and entertainment demand, and physiological and safety demand. The findings of this paper can provide a reference for the planning of green transition, upgrading of enterprises and the improvement of the production, design and sales process of green products, and provide a reference for the formulation and implementation of government policies to promote green consumption.

Keywords: Big data; Green products; Consumer sentiment; Online reviews; Text mining (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:79:y:2024:i:c:s0969698924000985

DOI: 10.1016/j.jretconser.2024.103802

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