Using online comments to explore consumer beliefs regarding organic food in German-speaking countries and the United States

Consumer beliefs play an important role in explaining consumer behavior. This exploratory study aims at building an inventory of consumer beliefs about organic food. To reach this objective, we conducted a content analysis of online comments about organic food posted on news websites and forums in German-speaking countries (n = 1094) and the United States (n = 1069). Such user-generated content has emerged as an abundant source of insight for...