Consumer attitudes and willingness to pay for novel bio-based products using hypothetical bottle choice

Fossil-based plastic contributes to environmental pollution through carbon dioxide emissions during production and lifecycle. Bio-based from renewable biomass retains functionality can have a lower footprint. Any large-scale investment in bio-based by the industry requires knowing that consumers are willing purchase these products learning how best market them. This online study (N = 529) investigated psychological factors influencing preferences for three types of bottles: conventional fossil-based bottle (PET plastic), visually identical (PEF distinct with paper outer layer (paper PEF). The key outcomes were attitudes willingness pay. We also tested whether consumers' choices being visible valued others affected judgments. Participants reported positive towards plastic, pay more it, and, irrespective observed, overwhelmingly preferred bottles (96.8 %). discuss findings may be applied increase uptake other sustainable consumer alternatives.