Drivers and barriers for consumers purchasing bioplastics – A systematic literature review

Plastic pollution has adverse effects on the ecosystem and on the human body. Bioplastics might provide an alternative to plastic for environmentally friendly consumers. A systematic literature review was conducted to analyze and summarize the state of the art regarding consumers' response to bioplastics using a hierarchy of effects model. The model holistically represents the relevant steps in understanding consumers' journey from stimuli to the behavioral stage. The review was based on 67 scientific journal articles on consumer studies related to bioplastics published in English language (all peer-reviewed). Most studies researched bioplastic packaging applications e.g., food and beverage packaging using quantitative consumer surveys. Many studies focused on consumer preferences and willingness to pay for bioplastics, while awareness, knowledge, and post-purchase behavior—usage and disposal—was the least researched. Many of the studies applied text or oral and rarely real product stimuli. The results of the synthesis pointed out some purchasing barriers e.g. consumers' low knowledge about the environmental impact, characteristics such as material source or end-of-life character of bioplastics; or consumers' uncertainty about bioplastic recognition versus conventional plastics. Drivers of consumers' purchasing bioplastics are also identified, for instance consumers' positive attitude, available product information or consumers' green value. Bioplastic products meeting consumers' preferences such as low price, biogenic resource base, and local origin also act as purchasing drivers. Studies also found that bioplastic related information of a product influences consumers’ willingness to pay. The review revealed research gaps, highlighting in particular the need for cross-cultural studies, non-hypothetical research designs and the analysis of labelling systems related to bioplastic products.