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

Author

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  • Maria V. Zwicker

    (Department of Social Psychology, University of Amsterdam, Nieuwe Achtergracht 129-B, 1018 WT Amsterdam, The Netherlands)

  • Cameron Brick

    (Department of Social Psychology, University of Amsterdam, Nieuwe Achtergracht 129-B, 1018 WT Amsterdam, The Netherlands)

  • Gert-Jan M. Gruter

    (Industrial Sustainable Chemistry, University of Amsterdam, Science Park 904, 1098 XH Amsterdam, The Netherlands
    Avantium NV, Zekeringstraat 29, 1014 BV Amsterdam, The Netherlands)

  • Frenk van Harreveld

    (Department of Social Psychology, University of Amsterdam, Nieuwe Achtergracht 129-B, 1018 WT Amsterdam, The Netherlands
    National Institute for Public Health and the Environment (RIVM), Antonie van Leeuwenhoeklaan 9, 3721 MA Bilthoven, The Netherlands)

Abstract

Fossil-based plastics are significant contributors to global warming through CO 2 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 of 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 and 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.

Suggested Citation

  • Maria V. Zwicker & Cameron Brick & Gert-Jan M. Gruter & Frenk van Harreveld, 2021. "(Not) Doing the Right Things for the Wrong Reasons: An Investigation of Consumer Attitudes, Perceptions, and Willingness to Pay for Bio-Based Plastics," Sustainability, MDPI, vol. 13(12), pages 1-23, June.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:12:p:6819-:d:576195
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    References listed on IDEAS

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    1. Caroline Orset & Nicolas Barret & Aurélien Lemaire, 2017. "How consumers of plastic water bottles are responding to environmental policies?," Post-Print hal-01500900, HAL.
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    2. Yuuki Yoshimoto & Koki Kishimoto & Kanchan Kumar Sen & Takako Mochida & Andrew Chapman, 2023. "Toward Economically Efficient Carbon Reduction: Contrasting Greening Plastic Supply Chains with Alternative Energy Policy Approaches," Sustainability, MDPI, vol. 15(17), pages 1-19, September.
    3. Francesca Di Cicco & Maike Loos & Isa Vos & Rebecca Gibson & Yuvesveri Naidoo & Susan Gifford & Monique A. M. Smeets, 2024. "The Smell of Sustainability: Understanding Consumers’ Acceptability of Recycled Plastic Packaging with an Off-Odor," Sustainability, MDPI, vol. 16(12), pages 1-26, June.
    4. George Thomas, 2022. "Corporate Social Responsibility as a Sustainable Business Practice: A Study among Generation Z Customers of Indian Luxury Hotels," Sustainability, MDPI, vol. 14(24), pages 1-13, December.
    5. M. Lahandi Baskoro & Benny Tjahjono & Macarena Beltran & Anna Bogush & Yichuan Wang, 2024. "The imperative of communication signals in boosting business strategies of the bioplastic packaging industry," Business Strategy and the Environment, Wiley Blackwell, vol. 33(2), pages 307-334, February.
    6. Paul Hindley & O. Ashton Morgan, 2023. "The Role of Respondent Certainty and Attribute Non-Attendance on the Willingness to Pay for the Attributes of Recyclable Aluminum Bottled Water," Working Papers 23-06, Department of Economics, Appalachian State University.

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