Journal
INDUSTRIAL MARKETING MANAGEMENT
Volume 93, Issue -, Pages 578-590Publisher
ELSEVIER SCIENCE INC
DOI: 10.1016/j.indmarman.2020.09.006
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Funding
- European Commission [H2020-EU.3.2.4.3, H2020-EU.3.2.4.1, 730349]
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Food waste management is a pressing economic and sustainability issue globally, with the innovation of bioplastics derived from food waste offering a potential solution. However, consumer reluctance to switch to sustainable products, prioritizing cost and quality over sustainability attributes, poses a challenge. Understanding consumer intention to switch to bioplastic products presents opportunities for firms to develop profitable and sustainable food systems.
Food waste management remains a significant economic and sustainability problem and is being actively addressed by scholars, governments, and organizations around the world. Bioplastics, which are biodegradable plastics derived from food waste, are a recent innovation that might contribute to managing this waste in a more sustainable manner. Unfortunately, many of today's consumers are not necessarily ready to consider such alternatives. Consumer switching to sustainable products is a tenuous topic, as consumers often value other product attributes (i.e., cost, quality, and associated prestige) more than their sustainability attributes (i.e., fewer natural resources expended, lower carbon footprints, and end-of-life recoverability). A greater understanding of consumers' intention to switch to bioplastic products provides opportunities for firms to develop state-of-the-art, profitable, and sustainable food systems. Considering the complex set of inter-relationships surrounding consumer involvement in sustainable innovations and associated supply chain strategy, this research leverages complexity theory and a qualitative comparative analysis research approach to uncover eight different, yet equifinal, configurations of antecedents that motivate consumer intention to switch from new plastic products to equivalent products made from bioplastics.
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