Analyzing Factors Influencing Customer Satisfaction with Organic Coffee in E-Commerce

In recent years, there has been a notable increase in interest in sustainable products, particularly organic goods, driven by the push for sustainable societies. However, Japan’s organic market lags behind the global trend, representing just 0.3% of total farmland in 2021. To tackle this issue, the Ministry of Agriculture, Forestry and Fisheries introduced the “Green Strategy,” with the goal of raising the organic share to 25% by 2050. The COVID-19 pandemic has brought about significant lifestyle changes, such as increased remote work and reduced outdoor activities, leading to a surge in the E-commerce market and an increased need for analyzing consumer satisfaction. To enhance Japan’s organic market, it is crucial to familiarize consumers with organic products like coffee, tea, and snacks. This study proposes a model using E-commerce customer reviews to predict consumer satisfaction. The aim is to improve services and develop new strategies based on customer preferences, promoting sustainable growth and enhancing customer satisfaction. This study delves into the impact of factors derived from latent Dirichlet allocation (LDA) on consumer satisfaction with organic coffee, utilizing three years of data from Rakuten Marketplace customer reviews (2017–2019). A total of 1444 review texts were analyzed, including 154 lowrated reviews (ratings 1–3) and 1290 high-rated reviews (ratings 4–5). To build a satisfaction prediction model using regression analysis, a survey was conducted using question items explored through factor analysis to assess the reliability of items in conveying the consistent meanings of high frequency words extracted by LDA: “taste,” “aroma,” “gift,” “sales/discounts,” “freshness,” and “decaffeinated.” The results of the regression analysis revealed that “gift,” “sales/discounts,” and “decaffeinated” significantly impact consumer satisfaction. Insights derived from these factors illuminate marketing strategies that focus on delivering happiness through products, adding value through pricing strategies, and introducing benefits and consumption methods that effectively meet customer needs. These findings underscore the potential of customer reviews to enhance consumer satisfaction and inform strategic marketing decisions, thereby contributing to the growth and success of the organic coffee market.