Social media study consumer and home electronics – the demand for sustainable products: it´s not easy being green
Analysis of brand presence and consumer voices about sustainability
Study profile
Data base
124,080 posts.
Of which are 101,945 social media posts and 22,135 customer reviews mentioning small or medium domestic appliances.
Coded data
For purchase criteria: 575 customer reviews and social media posts mentioning purchase reasons.
For the product analysis: 750 customer reviews (Fairphone 4, iPhone 14, Samsung Galaxy S22).
Analysis period
01.06.2022 through 30.06.2023
Markets
DACH region: Germany, Austria, Switzerland
Brands
Selection of international manufacturers of consumer and home electronics devices, like AEG Electrolux, Bauknecht, BSH, Delonghi, Dyson, LG, Miele, Samsung, Whirlpool, etc. (Full selection on demand).
The websites of and user communication for the brand analysis part were evaluated qualitatively.
For the product analysis, one smartphone of each of the following brands was analyzed qualitatively and quantitatively: Fairphone, Apple, Samsung.
METHODOLOGY
DATA RETRIEVAL
Targeted search queries based brands, products and topic related keywords
AI APPROACH
The review and social media data was pre-selected and annotated using a specially trained AI from VICO
ANALYSIS
Quantitative and qualitative evaluation of the content by experienced analysts
VALIDATION WITH AI
Validation of selected results with ChatGPT
Study contents
Sustainability as a purchase decision criterion
Qualitative and quantitative analysis of key buying decision factors and elements that make up sustainability, using both primary and secondary data.
Influence of sustainability communication on brand perception
Qualitative analysis of sustainability communication on corporate websites and comparison of this with consumer communication online.
Deep Dive: Product Analysis Fairphone
Qualitative and quantitative analysis of different features of the Fairphone (e.g. camera, size / weight / handling, quality, price, etc.) including a detailed examination of the topics of performance, size and price. Qualitative comparison of the Fairphone's sustainability communication with that of Apple and Samsung at product level.
Conclusion, recommendations & outlook
Main take-aways for manufacturers of consumer and home electronics as well as opportunities for further analyses in this field.
If you wish to receive the complete social media study free of charge, please do not hesitate to contact us via our contact form!