Wood-Plastic Composite (WPC) is a biobased material with high substitution potential for plastic-intensive products. Branding innovative WPC products is a challenge as WPC can hardly be distinguished visually from pure plastic and consumers can only judge the sustainability potential by the name. What they actually associate with “biobased” regarding WPCs and on which personal characteristics this depends were investigated by a survey with Likert-scale questions simulating choice decisions. For four test objects, it was measured how German consumers react to five key product attributes when the composite contained therein is generically branded as “Biobased-Plastic” (Sample 1: n = 205) or specifically as “Wood-Plastic Composite” (Sample 2: n = 155). Differences from the branding were clarified using ANOVA statistics, effects from personal characteristics were quantified by correlation tests and a factor analysis determined which object/attribute-combination triggered consumers most. Only when consumers were skeptical about plastic, they felt sufficiently informed about the specific term “Wood-Plastic,” which resulted in similarly high agreement levels as under the generic term. When branding under the specific term, agreements to the attribute “eco” were higher, whereas under generic brand this was the case for attribute “health” and there the associations were dependent on more psychographic characteristics. It was also found that consumers disposed of WPC products and packaging more correctly under the specific term “Wood-Plastic” than under the generic one, the latter tending to encourage composting. Specific branding with “Wood-Plastic Composite” is advisable for differentiated shopping goods that are marketed using informative advertising for segmented consumer groups. A standardised strategy for mass-produced goods made of WPC is possible under the “Biobased-Plastic” brand, but this must then also provide information on the correct disposal of WPC.