Consumer Preferences in Greece for Bio-Based Products: a Short Communication

Abstract This study examines consumer preferences for bio-based products. Drawing from a sample of Greek consumers ( n = 533) and the use self-reported scales, we assess effects individuals’ characteristics such as innovativeness, trust in science technology, environmental concern, previous experience with bio-products on preferences, i.e., willingness to pay (WTP) (a) bio-nylon jacket, (b) pack breadsticks, (c) bioplastic bottled water. Findings indicate that certain consumer- product-specific attributes may influence WTP three products included our offer insights extent which shape purchase decisions this growing market. In respect, results encapsulate managerial/practical policy implications toward development appropriate advertising messages awareness-raising campaigns need further explore consumers’ attitudes Greece.