Consumer preferences for outdoor sporting equipment made of bio-based plastics: Results of a choice-based-conjoint experiment in Germany

Within sports industry a lot of plastic is used. A rapid diffusion of new products causes a lot of plastic waste and substantial environmental problems, which could be reduced in part through the use of bio-based plastics produced from renewable biomass raw materials. Consumer interest in bio-based plastics is currently limited by the small range of bio-based plastic products, a lack of experience with bio-based plastics and high prices. In this study the preferred attributes of a bio-based plastic drink bottle for bicycles and a running shoe with a bio-based sole were identified using a choice-based-conjoint analysis (CBC). Members of a German online panel were surveyed in November 2014. The analysis of seven attributes for both of the products revealed that origin of the raw materials was the most important factor, with respondents having a clear preference for the use of raw materials cultivated in Germany. Respondents also preferred products containing a high percentage of bio-based plastic, products associated with a large reduction of CO2-emissions and products not involving the use of plastic softeners. A general interest in the bio-based sample products could be identified, but the respondents rejected a high price premium. The importance of domestically cultivated raw materials is consistent with findings of previous studies investigating primarily foodstuff. The insights of this study could form the basis of a promising strategy to promote consumer products made of bio-based plastic.