Consumer adoption of bioeconomy products

Joana Wensing, Angela Bearth and Vincenzina Caputo

Chapter 5 in Handbook on the Bioeconomy, 2025, pp 82-102 from Edward Elgar Publishing

Abstract: The future progress of bioeconomy processes ultimately depends on consumers’ willingness to adopt and pay a price premium for novel bio-based products. In order to better understand whether and how consumers are willing to adopt such products, it is pivotal to understand under which circumstances they switch from fossil-based options to more sustainable bio-based product alternatives. In this chapter, we provide an overview of existing research about consumer preferences for bio-based products. We first introduce a comprehensive theoretical background about the innovation-decision process applied to bio-based products. We then summarize the factors that influence this process, which include the characteristics of the decision-maker,the product and the decision-making context. Building on these insights, we lastly discuss promising strategies to increase the demand for bio-based products.

Keywords: Consumer; Demand; Willingness to adopt; Willingness to pay; Innovation-decision; Decision-maker (search for similar items in EconPapers)
Date: 2025
ISBN: 9781800373488
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