Marketing a new generation of bio-plastics products for a circular economy: The role of green self-identity, self-congruity, and perceived value

Confente, Ilenia; Scarpi, Daniele; Russo, Ivan

doi:10.1016/j.jbusres.2019.10.030

Cited by 217 publications

(182 citation statements)

References 71 publications

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“…Such consumers consider green products as a valuable solution to save the environment and prefer to purchase them over the alternatives [44]. This is also supported by the significant results of hypothesis-4 strengthening the claim of previous studies that perception of green value is positively linked with the purchase intentions of the green products [47,48]. Results of mediation test indicate that the green perceive value significantly mediate the relationship between environmentalism and green purchase intentions.…”

Section: Discussionsupporting

confidence: 77%

“…Customer with high-value perception had greater tendency to purchase the green products. Furthermore, green consumers tend to have positive product image and greater loyalty with green products [48]. Companies that are successful in developing the green value in their products have witnessed higher green product sales and better financial performance [49].…”

Section: Green Perceived Values and Green Purchase Intentionsmentioning

confidence: 99%

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Role of Environmentalism in the Development of Green Purchase Intentions: A Moderating Role of Green Product Knowledge

Ahmed¹,

Arshad²,

Haq³

et al. 2020

IJSDP

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Environmentalism has become not only a significant policy issue but also a crucial topic in marketing research. Environmental consciousness is now considered as a fundamental requirement to prevent further damage to the environment. Efforts have been made to improve the consumers understanding about the environmental consequences of their consumption patterns. This study develops a conceptual model of green purchase behaviour to determine the effects of environmentalism, advertisement message credibility and green perceived value on the consumers’ green purchase intentions with green product knowledge as a moderator. The convenience sampling technique with cross-sectional research design was used to select the sample. Data were collected using survey, and a total of 368 valid questionnaires were used for further analysis. The results from the structural analysis using Smart-PLS depict that environmentalism significantly influences the ad message credibility and green perceived value, and these constructs significantly affect the green purchase intentions. Furthermore, the green product knowledge moderates the relationship between environmentalism, ad message credibility and green perceived value. Overall, the findings of this study extend the theoretical basis of green purchase intentions by empirically testing the proposed model and provides the limitations and further research directions.

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Section: Discussionsupporting

confidence: 77%

Section: Green Perceived Values and Green Purchase Intentionsmentioning

confidence: 99%

Role of Environmentalism in the Development of Green Purchase Intentions: A Moderating Role of Green Product Knowledge

Ahmed¹,

Arshad²,

Haq³

et al. 2020

IJSDP

View full text Add to dashboard Cite

show abstract

“…A shift to circular base materials could only be possible with the support and push from the producers and consumers alike. The rise in demand itself creates value, which will drive investment to promote such products that will grow environmental and economic sustainability ( Confente et al, 2020 ; OECD, 2013 ). A shift towards the circular economy will help in making economic benefit of equivalent to 624 billion U.S. dollars and also help in reducing carbon emission by 44% in 2050 as compared to the current development path ( Ellen MacArthur Foundation, 2016b ).…”

Section: Potential Technological Strategies For the Post-pandemic Wormentioning

confidence: 99%

Challenges and strategies for effective plastic waste management during and post COVID-19 pandemic

Vanapalli

Sharma

Ranjan

et al. 2021

Science of The Total Environment

552

349

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The advent of the COVID-19 pandemic has enhanced the complexities of plastic waste management. Our improved, hyper-hygienic way of life in the fear of transmission has conveniently shifted our behavioral patterns like the use of PPE (Personal protective equipment), increased demand for plastic-packaged food and groceries, and the use of disposable utensils. The inadequacies and inefficiencies of our current waste management system to deal with the increased dependence on plastic could aggravate its mismanagement and leakage into the environment, thus triggering a new environmental crisis. Mandating scientific sterilization and the use of sealed bags for safe disposal of contaminated plastic wastes should be an immediate priority to reduce the risk of transmission to sanitation workers. Investments in circular technologies like feedstock recycling, improving the infrastructure and environmental viability of existing techniques could be the key to dealing with the plastic waste fluxes during such a crisis. Transition towards environmentally friendly materials like bioplastics and harboring new sustainable technologies would be crucial to fighting future pandemics. Although the rollbacks and relaxation of single-use plastic bans may be temporary, their likely implications on the consumer perception could hinder our long-term goals of transitioning towards a circular economy. Likewise, any delay in building international willingness and participation to curb any form of pollution through summits and agendas may also delay its implementation. Reduction in plastic pollution and at the same time promoting sustainable plastic waste management technologies can be achieved by prioritizing our policies to instill individual behavioral as well as social, institutional changes. Incentivizing measures that encourage circularity and sustainable practices, and public-private investments in research, infrastructure and marketing would help in bringing the aforementioned changes. Individual responsibility, corporate action, and government policy are all necessary to keep us from transitioning from one disaster to another.

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“…For example, consumer attitudes and perceptions are important when introducing a new technology like bio-based plastic to the market, because cognitions can influence how much people are willing to pay for sustainable alternatives. There are many cases where more sustainable products or new technologies were not readily accepted by consumers, e.g., Nike's line of environmental 'Considered' shoes, car manufacturers switching their wiring from conventional to soy-based plastic, or attitudes towards genetic modification [25,41]. With the present research we tested how this might be avoided for biobased plastics.…”

Section: Discussionmentioning

confidence: 99%

(Not) Doing the Right Things for the Wrong Reasons: An Investigation of Consumer Attitudes, Perceptions, and Willingness to Pay for Bio-Based Plastics

Zwicker¹,

Brick²,

Gruter³

et al. 2021

Preprint

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Fossil-based plastics are significant contributors to global warming through CO2 emissions. For more sustainable alternatives to be successful, it is important to ensure that consumers become aware of the benefits of innovations such as bio-based plastics, in order to create demand and a willingness to initially pay more. Given that consumer attitudes and (inaccurate) beliefs can influence the uptake such new technologies, we investigated participants’ attitudes towards fossil-based and bio-based plastic, their perceived importance of recycling both types of plastic, their willingness to pay, and their perceptions of bio-based plastic in four studies (total N = 961). The pre-registered fourth study experimentally manipulated information about bio-based plastic and measured willingness to pay for different types of plastic. The results suggest participants hold very favourable attitudes and are willing to pay more for bio-based products. However, they also harbour misconceptions, especially overestimating bio-based plastic’s biodegradability, and they find it less important to recycle bio-based than fossil-based plastic. Study 4 provided evidence that educating consumers about the properties of bio-based plastic can dispel misconceptions, retain a favourable attitude and a high willingness to pay. We found mixed evidence for the effect of attitudes on willingness to pay, suggesting other psychological factors may also play a role. We discuss how attitudes and misconceptions affect the uptake of new sustainable technologies such as bio-based plastics and consumers’ willingness to purchase them.

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Marketing a new generation of bio-plastics products for a circular economy: The role of green self-identity, self-congruity, and perceived value

Cited by 217 publications

References 71 publications

Role of Environmentalism in the Development of Green Purchase Intentions: A Moderating Role of Green Product Knowledge

Role of Environmentalism in the Development of Green Purchase Intentions: A Moderating Role of Green Product Knowledge

Challenges and strategies for effective plastic waste management during and post COVID-19 pandemic

(Not) Doing the Right Things for the Wrong Reasons: An Investigation of Consumer Attitudes, Perceptions, and Willingness to Pay for Bio-Based Plastics

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