Infant food users' perceptions of safety: A web-based analysis approach

Abstract

This paper aims to explore consumer beliefs about health hazards in infant foods by analyzing data gathered from the web, focusing on forums for parents in the UK. After selecting a subset of posts and classifying them by topic, according to the food product discussed and the health hazard discussed, two types of analyses were performed. Pearson correlation of term-occurrences highlighted what hazard-product pairs are most prevalent. Ordinary Least Squares (OLS) regression performed on sentiment measures generated from the texts provided significant results indicating positive or negative sentiment, objective or subjective language, and confident or unconfident modality associated with different food products and health hazards. The results allow comparison between perceptions obtained in different countries in Europe and may lead to recommendations concerning information and communication priorities.