Hong Huo Junru Yao Rong Wu ^* Chen Wang Dingyao Yu

• School of Management, Harbin University of Commerce, Harbin, China

With the growing awareness of sustainable development, organic food has been favored by consumers due to its advantages in both human health and environmental sustainability. However, the cost of organic food is relatively high, and the economic and ecological values of organic food have been two factors that consumers weigh. The purpose of this paper is to explore consumers' perceptions of the economic and ecological values of organic food, to promote the consumption of organic food and to guide the public towards a sustainable diet. Based on the theory of consumer value and expectation disconfirmation theory, this study combines text-mining techniques and regression modeling to conduct an in-depth analysis of 63,674 online reviews of organic food, revealing the dynamic effects of the economic and ecological values of organic food on consumer satisfaction. We found that both perceived eco-nomic value and perceived ecological value significantly increase consumer satisfaction with organic food without considering time, and that perceived economic value positively affects consumer satisfaction to a greater extent than perceived ecological value. However, time had different dynamic effects on the impact of the two values on consumer satisfaction. Specifically, time strengthens the positive impact of perceived ecological value on consumer satisfaction while weakening the positive impact of perceived economic value on consumer satisfaction. This paper not only provides new ideas for identifying perceived value from consumers' online reviews, but also innovates a dynamic research perspective on perceived value of organic food.