From Trash to Treasure : A Qualitative Study on Consumer Perception of Bio-based Plastics and the sspects that influence these perceptions

Sammanfattning: This research study aims to explore consumer ́s perception of bio-based plastic and to gain a comprehensive understanding of the various aspects including knowledge, expectations, perceived behavioral control and subjective norms that influence these perceptions. With increasing environmental concerns related to conventional plastics, there is a growing interest in sustainable alternatives. However, there is limited knowledge regarding consumer perceptions, specifically regarding bio-based plastics. Through semi-structured interviews, this study investigates the overall consumer perception of bio-based plastics compared to conventional plastics while also examining the influence of knowledge, expectations, subjective norms, and perceived behavioral control on consumer perceptions. By incorporating these aspects, the study addresses a research gap and contributes to the understanding of consumer behavior towards bio-based plastics. The findings highlight the significance of knowledge, social influences, price perception, and product quality in shaping consumer perceptions. Policymakers, marketers, and industries seeking to promote the adoption of bio-based plastics as an alternative to conventional plastics can benefit from the research outcomes.