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Beyond plastic – Consumers prefer food packaging derived from genetically modified plants
Summary
Consumers consistently prefer food packaging made from biological residues over conventional plastic packaging. This research highlights a market opportunity for bio-based packaging materials that align with growing consumer demand for sustainable alternatives. The findings suggest that transitioning away from plastic packaging may face fewer consumer adoption barriers than previously assumed.
The technology of genetically modified organisms (GMO) and especially genetically modified plants (GMP) applied in agriculture is a key element in a bioeconomy-based sustainability transition. However, consumers in many European countries allegedly disapprove of ‘green biotechnology’. Drawing on innovation adoption and risk perception literature, we explore the acceptance of GMP-based food packaging. Fossil-fuel-based production and plastic waste have become a major concern in many societies, and GMP-based technologies might offer solutions. Taking fully degradable material based on GMP as an example to replace conventional plastic in many applications, we present new insights into the GMP debate using a choice-based conjoint analysis in four European countries. Our results show that GMP-based packaging material is preferred to conventional plastic packaging in all countries. We present implications for research policies.