Implications of consumer orientation towards environmental sustainability on the uptake of bio-based and biodegradable plastics

The overconsumption of conventional plastics has led to several environmental and social-economic issues related to plastic pollution, carbon emissions and resource depletion. Acknowledging these issues, the introduction of alternatives such as bioplastics has been promoted by national, supranational, and international organizations. However, the market for such materials is still niche, where businesses are uncertain about the benefits and costs associated with the use of these innovative materials. Successful (and sustainable) uptake of such alternatives will depend on public acceptance and changes in consumer behavior. Therefore, this study aims to explore how consumers' orientation towards environmental sustainability is related to consumer utilization of alternatives such as bio-based and biodegradable plastics. Consumer knowledge and performance expectations of these materials are also analyzed. This study employed a predominately quantitative research approach, where a self-administered online survey was used to collect the opinions of consumers across society using a snowball sampling technique. Results show continued consumer confusion, unrealistic expectations, and a value-action gap. These elements may have consequences for market uptake and broader implications across the value chain. A key implication is that both policy makers and businesses should address these barriers through enhanced communication of relevant information alongside improved consumer awareness and education.