A recent study conducted by a team of researchers at Japan’s College of Policy Science at the Ritsumeikan University appeared 10 July in the Journal of Cleaner Production.
The aim, according to Professor Takuro Uehara, who led the study, was to assess attitudes towards bioplastics in Japan, the factors impacting these and, finally, how these attitudes affected the acceptance and adoption of these materials by consumers.
The researchers pointed out that to effect the transition to a bioeconomy, understanding consumer behaviour and preferences regarding bioplastics is crucial. The success of environmental initiatives aimed at increasing bioplastic adoption critically hinges on understanding consumer behaviour.
The team sought first to establish how familiar consumers in Japan were with bioplastics, then to investigate the different factors impacting their preferences for bioplastics and finally to explore how educational interventions affected their choices.
To that end, they conducted a survey among over12,000 respondents containing questions that centred on three different products — 500 ml PET water bottles, three-colour ballpoint pens, and 500 ml shampoo bottles.
The respondents were divided into two groups: the group taking part in the education intervention and the control group, who did not. The researchers performed discrete choice experiments and text mining based on responses from these 12,000 participants.
Their findings showed a limited understanding on the part of consumers of the distinctions between bio-based, biodegradable, and bioplastics. Most respondents were unaware of the fact that not all bioplastics were biodegradable and even bio-based, indicating that there was real room for improvement. Moreover, the respondents showed a lack of enthusiasm for the use of biomass feedstocks in any one of the three products discussed, but when asked, were found to prefer sugarcane over wood chips, with waste cooking oil bring up the rear. This was likely owing to their higher emphasis on quality than on the trade-offs of using biomass feedstock.
The most value attribute across all three products and in both groups was the reduction in carbon dioxide emissions associated with the use of bioplastics. Biodegradability also generated positive responses from the study participants. Significantly, the respondents expressed a preference for domestic products - mainly for reasons of safety, quality, and reliability rather than because of any environmental considerations.
Educational interventions were also shown to have effect - informed consumers were more willing to pay for more environmentally friendly products, both in terms of feedstock source and carbon emission level.
According to Prof. Uehara, the results will help Japanese industries and governments understand the type of bioplastics consumers would prefer and accept, providing 'an impetus to develop more such products and improve bioplastic use’.
He added, “Information dissemination can influence consumer preference for bioplastic products, which highlights the importance of awareness campaigns.”
Consumer preferences and understanding of bio-based and biodegradable plastics, Journal of Cleaner Production; Professor Takuro Uehara, Ritsumeikan University, Japan
This study was funded by the Environment Research and Technology Development Fund of the Environmental Restoration and Conservation Agency of Japan [JPMEERF21S11920].
