Abstract
Increasing efforts are made to convert waste into new materials for replacing “traditional” ones. In particular urban bio-waste represents a primary source of concern for both government and society. A new type of polyhydroxyalkanoates (PHA) have been very recently developed to convert food waste into a biodegradable multifunctional raw material to help solving the plastic waste problem. However, little is known about consumers' reactions to products made from PHA. Hence this study aims at understanding consumers' intentions to purchase, pay for, and switch to those bio-based products. Both multivariate analyses of variance and mediation analyses are run, addressing product involvement, consumer values, expertise and demographics within an experimental study based on a representative sample of UK respondents. Findings reveal no effects for product involvement and gender on the dependent variables, but for green self-identity, attitude towards bio-based product, age and past purchase experience of eco-friendly products. Results can help the adoption of PHA-based bioplastics to solve the pressing problem of the disposal of bio-waste. In particular, understanding the drivers of consumers acceptance of bio-based products poses opportunities to build new closed loop system and for successfully marketing the reuse of urban food-waste. Theoretical and managerial implications are addressed.
Highlights
Most developed economies are rooted in linear consumption models
Already present in the linear economy, a circular economy (CE) takes a step beyond the pursuit of waste prevention and reduction to inspire technological, organizational and social innovation across supply chains
One important area of innovation has to do with transforming waste back into a raw material suitable for replacing natural raw materials; in other words, turning otherwise “disgusting” refuse into raw material “treasures.” As such, the current research concerns how consumers respond to the introduction of products made from regenerated bio-waste
Summary
Most developed economies are rooted in linear consumption models These models are not sustainable in the long-term, and might require direct intervention in the immediate term in order to correct emerging social, financial, and environmental impacts derived therefrom. To this end, research suggests that governments and business leaders adopt closed-loop supply chain (CLSC) models and practices as mechanisms for sustainable business operations. One important area of innovation has to do with transforming waste back into a raw material suitable for replacing natural raw materials; in other words, turning otherwise “disgusting” refuse into raw material “treasures.” As such, the current research concerns how consumers respond to the introduction of products made from regenerated bio-waste
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