Short answer
To drive the adoption of bioplastics among young consumers, design and marketing efforts must balance the appeal of innovation and sustainability with practical considerations of cost and perceived safety.
- Field
- Innovation & Markets
- Source
- Advances in intelligent systems research/Advances in Intelligent Systems Research (2024)
- Method
- Quantitative Survey and Structural Equation Modelling
- Sample
- 220 participants
- Evidence
- Moderate effect
Young consumers in urban settings are more likely to adopt bioplastics when they perceive high value, environmental benefits, and creativity, but price consciousness and perceived risks act as significant deterrents. This innovation & markets research insight is drawn from a 2024 study published in Advances in intelligent systems research/Advances in Intelligent Systems Research. Using Quantitative survey and structural equation modelling with 220 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: To drive the adoption of bioplastics among young consumers, design and marketing efforts must balance the appeal of innovation and sustainability with practical considerations of cost and perceived safety.
Bioplastic adoption by young consumers hinges on perceived value and risk mitigation.
Young consumers in urban settings are more likely to adopt bioplastics when they perceive high value, environmental benefits, and creativity, but price consciousness and perceived risks act as significant deterrents.
Advances in intelligent systems research/Advances in Intelligent Systems Research · 2024
Key Findings
- 01Price consciousness and perceived risk negatively impact consumer attitude towards bioplastics.
- 02Perceived value, green perceived value, creativity, and electronic word-of-mouth (eWOM) positively influence consumer attitude towards bioplastics.
- 03Positive attitude towards bioplastics leads to an intention to switch from conventional plastics.
Application
Design takeaway
To drive the adoption of bioplastics among young consumers, design and marketing efforts must balance the appeal of innovation and sustainability with practical considerations of cost and perceived safety.
How to apply
When designing new products using bioplastics, conduct market research to understand the target audience's perception of value and risk. Develop clear communication strategies that emphasize benefits while transparently addressing potential drawbacks like cost or durability.
Project actions
- 01When researching consumer attitudes, consider both what makes a product appealing (drivers) and what makes people hesitant (barriers).
- 02Think about how to measure 'perceived value' and 'perceived risk' in your own design project.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Utilizes a robust statistical method (SEM) to analyze complex relationships.
- +Investigates both positive drivers and negative barriers, providing a balanced perspective.
Limitations
Surveys rely on what people say they will do, not always what they actually do. Also, this study focused on one city, so results might be different elsewhere.
Reliability & validity
The study's reliability is supported by the use of established scales and statistical analysis (Smart PLS). Validity is addressed by examining the relationships between constructs that theoretically influence consumer behavior.
Think critically
How might the 'creativity' driver be interpreted differently by various sub-groups within the 'young people' demographic, and how could this impact adoption rates?
Design Principles
"Value-driven innovation with risk-aware communication."
Understanding these drivers and barriers is crucial for developing effective market strategies and product designs that encourage the transition from conventional plastics to sustainable alternatives. Designers and marketers can leverage perceived value and novelty while actively addressing cost and risk concerns to foster wider adoption.
What This Means for Your Design
Young people will try new eco-friendly plastics if they think they are cool, good for the planet, and worth the money, but they'll shy away if they're too expensive or seem risky.
How to use in your project
- 1.This study can inform your user research by highlighting key factors to investigate when exploring consumer acceptance of new materials.
- 2.Use the identified drivers and barriers as a framework for understanding user needs and potential challenges in your design project.
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Quick Cite
Paragraph starter
This research highlights that consumer adoption of innovative materials like bioplastics is influenced by a complex interplay of perceived value, creativity, and environmental benefits, alongside significant barriers such as price consciousness and perceived risks. Understanding these drivers and barriers is essential for designing products and market strategies that effectively encourage the transition from conventional materials to sustainable alternatives, particularly among younger demographics.
Source
Advances in intelligent systems research/Advances in Intelligent Systems Research
Effects of Drivers and Barriers to Switching Behavioral Intention of Young People in using Bioplastic in Ho Chi Minh City
journal · 2024
View sourceQuestions About This Research
- What does the research say about bioplastic adoption by young consumers hinges on perceived value and risk mitigation?
- To drive the adoption of bioplastics among young consumers, design and marketing efforts must balance the appeal of innovation and sustainability with practical considerations of cost and perceived safety. Evidence: Advances in intelligent systems research/Advances in Intelligent Systems Research (2024).
- Why does "Bioplastic adoption by young consumers hinges on perceived value and risk mitigation." matter for design?
- Understanding these drivers and barriers is crucial for developing effective market strategies and product designs that encourage the transition from conventional plastics to sustainable alternatives. Designers and marketers can leverage perceived value and novelty while actively addressing cost and risk concerns to foster wider adoption.
- How can designers apply this research?
- To drive the adoption of bioplastics among young consumers, design and marketing efforts must balance the appeal of innovation and sustainability with practical considerations of cost and perceived safety.
- What were the main findings?
- Price consciousness and perceived risk negatively impact consumer attitude towards bioplastics.. Perceived value, green perceived value, creativity, and electronic word-of-mouth (eWOM) positively influence consumer attitude towards bioplastics.. Positive attitude towards bioplastics leads to an intention to switch from conventional plastics.
- What research method was used?
- Quantitative Survey and Structural Equation Modelling with 220 participants.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2024 journal from Advances in intelligent systems research/Advances in Intelligent Systems Research.
- What should I do differently in my next project?
- When designing new products using bioplastics, conduct market research to understand the target audience's perception of value and risk. Develop clear communication strategies that emphasize benefits while transparently addressing potential drawbacks like cost or durability.
- What are the limitations?
- The study was conducted in a specific urban context (Ho Chi Minh City), and findings may not be generalizable to other regions or demographics. The reliance on self-reported intentions may not perfectly predict actual purchasing behavior.