The paradox between the environmental appeal of bio-based plastic packaging for consumers and their disposal behaviour

• Published in: The Science of the total environment Vol. 705; p. 135820
• Main Authors: Taufik, Danny, Reinders, Machiel J., Molenveld, Karin, Onwezen, Marleen C.
• Format: Journal Article
• Language: English
• Published: Netherlands Elsevier B.V 25.02.2020
• Subjects: Bio-based; Consumer behaviour; Disposal; Environmental benefits; Packaging; Plastic; Plastics; Product Labeling; Product Packaging; Recycling; Packaging; Plastic; Disposal; Consumer behaviour; Bio-based; Environmental benefits
• ISSN: 0048-9697; 1879-1026
• DOI: 10.1016/j.scitotenv.2019.135820

To realize the potential environmental benefits that recycling and/or composting bio-based plastic packages can deliver, it is important that consumers view bio-based packaging as environmentally-friendly, but also correctly dispose of the packaging. The current experimental lab-in-the-field study was conducted among German consumers (n = 281) and explores whether consumers' perceived environmental benefits of recyclable and compostable bio-based plastic packages match with how consumers dispose of these packages. The results show that consumers only perceive compostable bio-based packages to have more environmental benefits than fossil-based packages. However, consumers dispose of compostable bio-based packages in an incorrect manner (not in line with what is communicated on the packaging label) relatively often. Consumers with a stronger familiarity with bio-based products more often correctly dispose of compostable bio-based packages, but not recyclable bio-based packages, relative to fossil-based packages. Thus, although mainly compostable bio-based plastic packages have strong environmental appeal to consumers, paradoxically this does not translate in the proper disposal actions to fully capitalize on the environmental benefits that bio-based packages can actually deliver. Increasing consumers' bio-based product familiarity might be an avenue to increase the levels of sustainable disposal. [Display omitted] •Compostable bio-based packages have the most environmental appeal for consumers.•Recyclable bio-based and fossil-based packages have similar correct disposal rates.•Lower correct disposal rates for compostable bio-based packages than fossil-based•Environmental appeal of packaging does not translate in more correct disposal.•Greater bio-based familiarity is positively related to adequate consumer disposal.