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

Abstract

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. In four studies, 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. 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. We discuss how attitudes and misconceptions affect the uptake of new sustainable technologies such as bio-based plastics and consumers’ willingness to purchase them.

Assessing Provisions and Requirements for the Sustainable Production of Plastics: Towards Achieving SDG 12 from the Consumers’ Perspective

“…For the specific case of consumer behavior towards bioplastics, a few researchers have analyzed the factors behind the consumers' purchase of bioplastics [72][73][74]. Klein et al [72] conducted a survey among German citizens, and based on their findings, they argue that communication and information are necessary to spur bioplastic consumption.…”

“…Klein et al [72] conducted a survey among German citizens, and based on their findings, they argue that communication and information are necessary to spur bioplastic consumption. Zwicker et al [74] analyze the consumer attitudes to both conventional and bio-plastics and indicate that a higher willingness to pay for bioplastics could be the result of a negative attitude towards conventional plastic, instead of a positive attitude towards bioplastics. These researchers focus mainly on the attributes leading consumers to opt for bioplastics.…”

Nanoparticles and essential oils with antiviral activity on packaging and surfaces: An overview of their selection and application

“…For instance, the use of bioplastics for plastic packaging has been growing by 20%–25% per year (Taufik et al, 2020). This is linked to consumer perception of current generational groups, which suggests an increased willingness to pay a higher price for environmentally‐friendly products and services (Morone et al, 2021; Zambrano, Marquez, et al, 2021; Zwicker et al, 2021). For example, reports indicate that 72% of Europeans are willing to pay more for products that are considered “eco‐friendly” (Morone et al, 2021).…”