Associations and Connotations. The second common theme described in the studies are associations and connotations that participants expressed regarding bio-based products. In this context, associations mean neutral impressions of participants about bio-based products,, while connotations are valued as positive or negative aspects of bio-based products. In most studies, associations were assessed freely, allowing participants to name what they associated with bio-based products based on prior knowledge. Connotations were sometimes assessed freely and sometimes with guided exercises, where participants had, for example, to value pre-determined statements. Table 1: Associations with bio-based products Association with bio-based products Sources Made from renewable resources Xxxxxxxx 2013; Xxxxx 2016; Xxxxxx and Xxxxx 2017 Biodegradable Xxxxx 2016; Xxxxxx and Xxxxx 2017 Environmentally friendly or Xxxxxxxx 2013; Xxxxxxx et al. 2015; Xxxxx 2016; sustainable Xxxxxx and Xxxxx 2017; Xxxxxxxxxxx et al. 2017 Possibility for recycling Xxxxxxxx 2013; Xxxxxxx et al. 2015; Xxxxx 2016; Xxxxxx and Xxxxx 2017 Bio-based is also organic Rumm et al. 2013; Xxxxxxxx 2013; Xxxxxxx et al. 2015; Xxxxxx and Xxxxx 2017; Xxxxxxxxxxx et al. 2017 Lower carbon footprint Xxxxx 2016; Xxxxxxxxxxx et al. 2017 Health Xxxxxxxx 2013; Xxxxxxx et al. 2015 Safe to use Xxxxxxxxxxx et al. 2017; Xxxxxxx et al. 2015 Associations that were found in at least two studies are shown in Table 1. The associations are a mixture of associated product properties (e.g. biodegradable, recyclable, organic), environmental statements (e.g. renewable resources, biodegradable, environmentally friendly, lower carbon footprint) and personal benefits (e.g. health, safe to use). It stands out that most aspects are more or less directly related to the environment. Furthermore, the list contains some common misconceptions, such as the assumption that bio-based products are also organic and that bio-based products are biodegradable or recyclable. Xxxxxxx et al. (2015) conclude that on a product specific level, personal benefits of bio-based products are more relevant for participants’ perception than technical aspects. Environmental friendliness and healthiness, for example, relate to personal benefits, such as personal motives and having a sustainable and healthy lifestyle. Participants generally did not associate bio-based products with technical innovation. Various studies show that people assume that bio-based production is aimed at finding environme...
Associations and Connotations. As described above, consumers link various associations and connotations with bio-based products. Associations are related to environmental aspects, personal benefits and product properties. Various studies show that people assume that bio-based production is aimed at finding environmentally friendlier solutions. This results in a positive attitude towards bio- based products, but also brings with it the problem of high expectations towards them. Furthermore, some common misconceptions are prevailing, such as the assumed link between bio-based and organic products or the assumptions that bio-based products are biodegradable or recyclable. These high expectations and misconceptions bring with it the danger of disappointment, and consequentially a negative consumption decision, if bio-based products do not possess the expected characteristics. There appear to be as many positive as negative connotations about bio-based products. The negative connotations in themselves could prove barriers for further market development. It stands out that on both the positive and the negative side, many are related to the impact on the environment and refer to a global scale. The factual environmental impact of a bio-based product could thus prove to be a very important aspect in the final attitude of consumers. A difference in scale was noticed for economic connotations: positive connotations are related to rather global advantages, while negative ones are on a personal scale. As Xxxxxxx et al. (2015), Xxxxx et al. (2017) and Xxxx et al. (2013) pointed out that personal benefits are most influential on perception and consumption decision, these negative connotations could be especially disadvantageous. While expected health benefits and innovativeness of bio-based products are valued positively, participants do not seem to trust bio-based producers completely regarding their claims and are concerned about ethical issues.
