Can bio-based attributes upgrade a brand? How partial and full use of bio-based materials affects the purchase intention of brands

摘要: To reduce human dependency on fossil fuels, increasing attempts are being made to substitute synthetic materials in products with bio-based materials. Global brands attempt differentiate themselves by adding their products. However, little is known about consumers' reactions regarding that use Two experimental studies six European countries were used test whether consumers responded differently fully (i.e., 100% bio-based) compared partially bio-based. The results provide evidence only attributes consistently resulted enhanced purchase intentions. Instead, introducing does not always result a better evaluation of the brand do contain any attributes. Additionally, authors show how these effects occur via attitude and emotions) under which conditions enforced environmentally conscious private labels). Finally, seen for multiple products, countries. study offers theoretical practical implications presents avenues future research.