Adoption patterns and marketing strategies for vegan products: Insights from Amazon consumer reviews

Jang, Seongsoo ORCID: https://orcid.org/0000-0002-5948-0876 and Lee, Sunnyoung 2025. Adoption patterns and marketing strategies for vegan products: Insights from Amazon consumer reviews. Journal of Strategic Marketing Item availability restricted.

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Abstract

This study addresses a theoretical gap in understanding how vegan consumption patterns evolve across the product life cycle—a dimension often overlooked in research that relies on cross-sectional or self-reported data. Using a dataset of 1,117 online consumer reviews (OCRs) of Amy’s vegan soup on Amazon from 2007 to 2023, we analyze how consumer priorities and sentiments shift across different adoption stages. Guided by diffusion of innovation theory and applying topic modeling and sentiment analysis, we identify distinct motivational patterns: early adopters focus on socio-psychological factors such as healthy ingredients, while late adopters emphasize practical factors like product offerings and convenience. Despite these changes, themes like healthy taste and delivery reliability remain consistently important. Our findings contribute to product life cycle theory and sustainability marketing by empirically demonstrating the shift from values-driven to utility-driven consumption. The study also highlights the usefulness of OCRs as a behavioral tool for tracking market evolution. Practically, the results offer actionable insights for tailoring marketing strategies to consumer segments at different stages of adoption.

Item Type:	Article
Status:	In Press
Schools:	Schools > Business (Including Economics)
Publisher:	Taylor and Francis Group
ISSN:	0965-254X
Date of First Compliant Deposit:	18 August 2025
Date of Acceptance:	18 August 2025
Last Modified:	19 Aug 2025 11:16
URI:	https://orca.cardiff.ac.uk/id/eprint/180523

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