Abstract
This study examines how sustainable narratives in mass communication contribute to the marketing of organic food products, with a focus on preserving cultural heritage. Through a combination of case studies, content analysis, and expert interviews, it examines five leading organic food brands that utilize narrative marketing to connect consumers with the cultural history and significance of their products. A major focus is on the role of social media as a tool for amplifying these sustainable narratives, allowing brands to engage wider audiences and promote cultural and environmental values effectively. Using Python software version 3.11.7 for topic modelling, it analysed the “About Us” sections of fifty top organic food brands to identify prominent themes in their messaging. This approach helped uncover the central topics that shape organic brands’ narratives, illuminating key trends and focal points in their communication strategies. This study advances knowledge by demonstrating how sustainability narratives in organic food marketing serve as vehicles for preserving cultural heritage through emotionally immersive storytelling. It introduces a novel mixed-methods approach combining topic modelling and qualitative insights, offering practical and theoretical contributions to sustainability communication. Future research should adopt longitudinal, cross-cultural, and NLP-enhanced approaches to deepen understanding of sustainable narratives in organic marketing.
Keywords: Consumer Behaviour, Environmental Values, Organic Food Marketing, Sustainable Narratives, Topic Modeling.