Bridging circular bioeconomy and acceptance: the importance of considering contact levels of innovative biobased products

Karl Wieland Freyer, Minela Tukulic, Torsten-Oliver Salge and David Antons

Chapter 13 in Research Handbook of Innovation in the Circular Bioeconomy, 2025, pp 215-236 from Edward Elgar Publishing

Abstract: Transitioning from a linear to a circular bioeconomic system is crucial for sustainable development. Among political priorities and a thriving bioeconomy, consumer acceptance is vital. This article explores how consumers perceive innovative biobased products, emphasizing attitudes and acceptance. Drawing from established theories and employing a two-stage research approach, it uncovers broad trends and focused insights. Embarking on the shift from a linear economic model to a circular bioeconomic system, this article delves into sustainability—specifically, consumer acceptance of biobased products. Grounded in the Theory of Planned behaviour, the research focuses on attitudes, revealing their complex role in decision-making. In Study 1, factors like contact sensitivity, safety, emotions, and environmental impact interconnect, exposing complex correlations. Study 2 unveils consumer archetypes—rational evaluators, risk minimizers, and fatalistic consumers—emphasizing the role of trust, safety, emotions, and plausibility in shaping attitudes. This nuanced understanding of consumer evaluations serves as a strategic guide for navigating toward a circular bioeconomy. The article urges future research, emphasizing sustained behaviour changes and the lasting impact of marketing strategies, laying the groundwork for a sustainable and environmentally conscious future.

Keywords: Circular bioeconomy; Consumer acceptance; Contact sensitivity; Biobased innovations; Theory of Planned Behaviour (TPB); Circular transition (search for similar items in EconPapers)
Date: 2025
ISBN: 9781035307951
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