 Marketing a new generation of bio-plastics products for a circular economy: The role of green self-identity, self-congruity, and perceived valueIlenia Confente, Daniele Scarpi and Ivan Russo Journal of Business Research, 2020, vol. 112, issue C, 431-439 Abstract: Bioplastics represent an innovation for replacing materials obtained from fossil fuels and could provide significant benefits to the environment. A new generation of bioplastic from urban waste is now technically feasible. This paper is among the first to assume the perspective of the consumers rather than the manufacturers in addressing what could lead to the market acceptance of this particular type of bioplastic. A conceptual model is developed addressing psychological drivers that could encourage consumers’ transition from a linear to a circular economy, with the purpose of better understanding what drives consumers’ intentions to switch to and purchase products obtained from organic waste. Specifically, we find that green self-identity positively impacts perceived value, leading to higher behavioral intention. In addition, the relationship is moderated by self-congruity but not by differences in product involvement. Keywords: Green self-identity; Self-congruity; Perceived value; Purchase intention; Circular economy; Bioplastic products (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:112:y:2020:i:c:p:431-439 DOI: 10.1016/j.jbusres.2019.10.030 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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