Consumer Preferences in Germany for Bio-Based Apparel With Low and Moderate Prices, and the Influence of Specific Factors in Distinguishing Between These Groups

Bioplastics are a potential alternative to conventional plastics when it comes reducing the use of fossil resource crude oil. There have been so far very few studies on consumption bio-based apparel and consumer preferences relating it. Within this study, an online survey was conducted with 1,673 participants that is representative German population over age 16, including choice-based experiment rain jacket. Using latent class analysis, two clusters consumers (39% respondents) were identified acceptance moderate prices for such products. The other 61% showed lowest tested A discriminant analysis revealed intention purchase apparel, Green Consumer Value subjective norms strongest significant factors distinguishing between groups “preference low price” those showing “acceptance price.” This study helps better illuminate heterogeneity related pricing strategies supports building up supply chain