Consumer perception of bio-based products—An exploratory study in 5 European countries

Highlights• The study uses focus groups to explore European consumer perceptions of bio-based.• Results indicate unfamiliarity with ‘bio-based’ in general and for specific products.• Results show positive, negative and mixed affective associations with ‘ bio-based’.• Results show more specific associations with ‘bio-based’ products than the concept.• Findings suggest importance of coherent product characteristics for trustworthiness.