Work

Marketing a new generation of bio-plastics products for a circular economy: The role of green self-identity, self-congruity, and perceived value

Year: 2019

Type: article

Abstract: Bioplastics represent an innovation for replacing materials obtained from fossil fuels and could provide significant benefits to the environment. A new generation of bioplastic from urban waste is now technically feasible. This paper is among the first to assume the perspective of the consumers rather than the manufacturers in addressing what could lead to the market acceptance of this particular type of bioplastic. A conceptual model is developed addressing psychological drivers that could encourage consumers’ transition from a linear to a circular economy, with the purpose of better understanding what drives consumers’ intentions to switch to and purchase products obtained from organic waste. Specifically, we find that green self-identity positively impacts perceived value, leading to higher behavioral intention. In addition, the relationship is moderated by self-congruity but not by differences in product involvement.

Source: Journal of Business Research

DOI: 10.1016/j.jbusres.2019.10.030

Authors: Ilenia Confente, Daniele Scarpi, Ivan Russo

Institutions: University of Verona, University of Bologna

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: hybrid

Estimated APC paid: $2,100