Underlying sustainability in weblogs about food topics: Classification and evaluation of food-related Ewom generators

The present world has led consumers to become increasingly concerned about the environment. Such concerns have also begun to be displayed in their decisions and behaviours, with individuals increasingly interested in acquiring environmentally friendly products. Besides that, the arrival of the Internet has altered the traditional consumption patterns of individuals and the way in which they interacted and searched for information years ago. Nowadays, online platforms, generally known as web 2.0, are usual websites where consumers read reviews from other consumers before making a final decision. Considering both issues together, it has been observed that research on eWOM and sustainable consumption is on initial phases and needs more attention, for instance, by evaluating the interaction between eWOM and sustainable consumption on food products. Following this vein, the present study aims at determining the tone in the content of the food-related eWOM, and, if a sustainable food-related eWOM emerges as relevant, shaping its weight on the Internet. For that purpose, it was conducted a survey study with a total sample of 428 authors of food-related blogs/videoblogs. Afterwards, once executed a cluster analysis, three differentiated groups were highlighted, namely conservative savers, gourmets, and greens. Anyway, a subsequent ANOVA test considering the variables of cluster membership and centrality levels indicated that greens just as much as conservative savers and gourmets show the same power of influence on the Web 2.0. Taking all together, these results have revealed information of great importance that reflects in implications for businesses and professionals.