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

Abstract

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