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Indicators of Consumers’ Preferences for Bio-Based Apparel: A German Case Study with a Functional Rain Jacket Made of Bioplastic

Chair of Marketing and Management of Biogenic Resources, Weihenstephan–Triesdorf University of Applied Sciences, Technical University of Munich Campus Straubing for Biotechnology and Sustainability, Petersgasse 18, 94315 Straubing, Germany
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Sustainability 2020, 12(2), 675; https://doi.org/10.3390/su12020675
Received: 30 November 2019 / Revised: 27 December 2019 / Accepted: 9 January 2020 / Published: 16 January 2020
Plastic pollution is an increasing global problem, however, replacing fossil resources with bioplastics made from renewable resources could be part of the solution. Currently, no research analyzing the influencing factors for consumers’ preferences for functional apparel made of bioplastic material could be found. To close this gap in research, we conducted this study with a sample of 1673 participants that were representative of the German population aged 16 years and above. We conducted a choice based conjoint analysis for a bio-based rain jacket and measured psychographic indicators that were used as covariates in the statistical estimation of participants’ preferences for the rain jacket. Our results show the high level of importance of prior product experience, Green Consumer Values and attitude towards bioplastic for selecting bio-based apparel, and thus give first insights related to the influence of psychographic characteristics of consumers when selecting bio-based apparel. View Full-Text
Keywords: bio-based apparel; choice based conjoint analysis; psychographic indicators; bioplastic; preferences; covariates bio-based apparel; choice based conjoint analysis; psychographic indicators; bioplastic; preferences; covariates
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Klein, F.F.; Emberger-Klein, A.; Menrad, K. Indicators of Consumers’ Preferences for Bio-Based Apparel: A German Case Study with a Functional Rain Jacket Made of Bioplastic. Sustainability 2020, 12, 675.

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