The bioeconomy can support Europe’s transition to a low-carbon economy and help to meet key international, European and member state sustainability targets through the provision of bio-based products and energy derived from sustainably sourced biomass. A successful implementation of a bio-based economy in Europe will, however, require a profound transformation of our production and consumption patterns. Consumer behavior will play a major role in supporting the successful transition to a bio-based economy. This paper uses a structured quantitative survey approach to gain an understanding of consumer perspectives in relation to bio-based products. Conducted among 18–75-year-old consumers in Ireland and the Netherlands, the study indicates that consumers in both countries have a relatively positive outlook regarding bio-based products, with Irish consumers showing a slightly more positive outlook. The study finds that a larger majority of Irish consumers would prefer buying bio-based products as opposed to fossil-based products, while Irish consumers also have a slightly more positive impression than Dutch consumers that their consumer choices can be beneficial for the environment.
Brand owners can play a key role in enabling biobased products to penetrate mass markets and to influence consumer choices in relation to biobased products. The current paper explores the role that brand owners can play in supporting market uptake of biobased products and captures the perspectives of European brand owners in relation to biobased products. Based on the findings of this paper, brand owners have an overall positive outlook towards biobased products, with 85% of brands who don't currently use biobased ingredients or products within their branded products and 95% of brands who don't currently use biobased packaging interested in including these in future. However, brand owners still perceive some concerns surrounding biobased products including their high cost, functional performance and ease of integration, as well as their reliability of supply. Regional differences among brand owners have also been identified, with cost and uncertainty around customer demand appearing as a bigger issue in continental Europe, with functional performance concerns appearing as a more pressing issue for brands in northern Europe.
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