The Impact of Green Claims on Consumer Responses in Bio-Based Paper and Packaging: A Digital Content and Sentiment Analysis of Amazon and Trendyol Reviews

Abstract

This study was conducted to examine how sustainability-oriented (“green”) claims influence consumer responses to bio-based paper and packaging products in digital marketplaces. A total of 611 verified consumer reviews were analyzed, including 230 from Amazon and 381 from Trendyol, covering the period between 2020 and 2025. Through digital content and sentiment analysis, the relationship between eco-communication and perceived value, satisfaction, and trust was explored. A cross-platform analytical pipeline was developed to ensure transparency and reproducibility. Daily review frequencies were aggregated into seven-day rolling averages so that temporal patterns such as enthusiasm bursts and stabilization trends could be identified. It was observed that consumer sentiment was predominantly positive but asymmetrically distributed. Explicit “green” claims such as biodegradable, recyclable, and eco-friendly were found to stimulate higher engagement while also inducing greater polarization, resulting in a characteristic J-shaped rating distribution. Broader variance in Amazon reviews was attributed to the platform’s diverse cultural composition, whereas Trendyol reviews exhibited faster stabilization, indicating stronger normative coherence and trust in localized sustainability messages. Overall, these findings suggest that sustainability has shifted from an optional feature to a baseline expectation in digital consumption. “Green” attributes are now perceived as authenticity and reliability cues that merge ethical commitment with functional quality.