Consumer Perspectives on Bio-Based Products and Brands—A Regional Finnish Social Study with Future Consumers

Tiina Kymäläinen, Kaisa Vehmas, Heli Kangas, Sami Majaniemi and Tiina Vainio-Kaila
Additional contact information
Tiina Kymäläinen: VTT Technical Research Centre of Finland Ltd., P.O. Box 1000, FI-02044 Espoo, Finland
Kaisa Vehmas: VTT Technical Research Centre of Finland Ltd., P.O. Box 1000, FI-02044 Espoo, Finland
Heli Kangas: VTT Technical Research Centre of Finland Ltd., P.O. Box 1000, FI-02044 Espoo, Finland
Sami Majaniemi: VTT Technical Research Centre of Finland Ltd., P.O. Box 1000, FI-02044 Espoo, Finland
Tiina Vainio-Kaila: VTT Technical Research Centre of Finland Ltd., P.O. Box 1000, FI-02044 Espoo, Finland

Sustainability, 2022, vol. 14, issue 6, 1-20

Abstract: This article presents a Finnish social design study that focuses on consumer perspectives and future expectations related to bio-based products and brands. The qualitative regional study addresses the global concern associated with sustainability of the bioeconomy. Because a gap in research was identified from the regional consumer perspective, the article presents a case study that was held with 50 consumers in Finland. The main research method was qualitative online focus group discussions, with an objective to gain an understanding of consumer behavior, motivations, concerns, and intentions related to bio-based products and brands. The results are presented according to the sustainability framework, which was constructed around four topics: (1) consumer awareness, (2) illustrated examples and their consumer acceptance, (3) consumption habits, and (4) future consumption behavior. The main findings indicate that Finnish consumers were extremely well-informed on the bio-based concept, and they trusted domestic regional brands the most. Throughout the research, Nordic consumers highlighted the role of companies and urged sensible science-based communication on the sustainability aspects. Finally, the results led to consider how the value-sensitive consumer insights may be utilized by proposing prominent impact assessment methods for decision-making in both the business and consumer sectors.

Keywords: bio-based products; bio-based brands; regional study; future consumers; social design; value-sensitive design; online focus group discussions; impact assessment methods; sustainability (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:14:y:2022:i:6:p:3665-:d:775826

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