Marketing a new generation of bio-plastics products for a circular economy: The role of green self-identity, self-congruity, and perceived value
研究了消费者对城市废弃物制成的新一代生物塑料产品的接受意愿，发现绿色自我认同通过感知价值正向影响购买意向，且自我一致性起调节作用。
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.