Consumption Decision and Willingness to Pay. Various studies analysed whether participants would consider buying bio-based products, what would influence their consumption decision and their willingness to pay for them. The results summarized in the following were gathered with various methods, including asking for statements convincing or discouraging the decision to buy bio-based products, choice experiments, and inquiring about the importance of attributes when making a consumption decision. Asking about participants preference for bio-based and conventional products, Karachaliou et al. (2017) report that 66.6% of participants would prefer bio-based products over non-bio- based products if available, while 25.9% answered "I don't know". However, in the question it was not specified whether the products cost the same or have the same characteristics. Similarly, Xxxxxx et al. (2011) report that 66.5% of participants prefer a bio-based product over a non-bio-based product. Specifically, participants seemed to prefer products from crops that are not associated with food production. Moreover, locally produced materials and local manufacturing are valued. However, in contrast to these high levels of expressed preference, Blesin and Xxxxx (2017) report that only 12% of participants have ever consciously chosen a bio-based product over a non-bio-based product in actual consumption activities. Other studies analysed factors generally influencing the consumption decision of consumers. Xxxxxx-Xxxxx et al. (2014) found that participants' level of concern for the environment positively influenced their intention to purchase bio-based products. Emotional concern was hereby more influential than a rational evaluation of benefits. Additionally, Xxxxxxx et al. (2017) describe that ecologically sensitive participants have a more positive attitude towards bio-based products, but also higher requirements for cultivation and origin of raw materials. Xxxxxxx et al. (2015) describe that consumers are relatively unaffected by the fact that a product is bio-based. It counts as an additional benefit, but personal benefits, such as convenience, price and status are far more important. Xxxxxxxx et al. (2017) found that the share of bio-based ingredients in a product influence the attitude towards a brand and therefore the consumption decision. Brands with 100% bio-based products resulted in stronger purchase intentions than partially bio-based products. Table 3 shows aspects that influence the consumption decision of partici...
Consumption Decision and Willingness to Pay. The results show that around two thirds of participants state to prefer bio-based products over conventional products (given no other restrains, like a difference in price), but only 12% have ever consciously chosen bio-based products over conventional ones. On the one hand, this could be related to limited availability. On the other hand, it shows that the consumer pool that actively chooses bio-based products is small, but has potential to grow. Analysing the motives of consumers more closely shows that consumers generally drawn to environmentally friendly products also have a more positive attitude towards bio-based products and are willing to pay more for them. Most consumers, however, are relatively unaffected by the fact that a product is bio-based. It counts as an additional benefit, but personal benefits are far more important in the consumption decision. This shows that the fact that a product is bio-based is only of real importance to a niche market. Environmentally conscious consumers have a more positive attitude but also higher requirements for cultivation and origin of raw materials. And their willingness to pay more is conditional to the bio-based product proven to be eco-friendly. The share of bio-based content in a product influences the attitude of consumers. The influence can be both a positive and a negative influence, depending on their expectations of what a fair bio-based share would be. In quite a few cases, the positive and negative aspects are the direct opposite of one another. It depends on what specific aspects a consumer prioritises whether the aspects lead to a positive or negative consumption decision. Finally, it stands out that participants mentioned a range of personal benefits influencing their decision to buy a product, considering that personal benefits were not mentioned when consumers were asked to mention connotations. It illustrates the importance to focus communication on personal benefits (potentially communicated through a label, as mentioned by Xxxx et al. (2013). Willingness to Pay is a relevant issue for public acceptance only in those cases where bio- based products will be more expensive and the higher price is not compensated by better product functionalities. Moreover, the fact that a product is bio-based is only one aspect among many others that influence buying decisions. The results –mainly of theoretical studies– show that a significant percentage of participants (between 55% and 64%) would be willing...
