Predicting Acceptance of Biobased Products Based on Subjective Knowledge, Environmental Attitude, Perceived Usefulness, and Socio-demographic Characteristics

Abstract

This study examines the influence of consumers’ subjective knowledge, environmental attitude perceived usefulness and socio- demographics on their intentions to accept biobased products as an alternative to fossil based products. The study employs a five-point Likert scale questionnaire-based survey (N = 465) conducted in Lagos, Nigeria in the year 2022. Both descriptive statistics and Structural Equation Modeling (SEM) are employed in fulfilling the study objectives. Acceptance of biobased products is influenced by individual-level socio- demographic and psychological factors. Male respondents exhibited a greater perceived usefulness from biobased products and higher intention to accept biobased products compared to their female counterparts. Additionally, the Silent generation, similar to residents in peri-urban areas, showed a more favorable perceived usefulness and a stronger intention to accept biobased products than other generational cohorts. The strong positive relationship between perceived usefulness and intention to accept biobased products is in agreement with technological innovation acceptance studies. The findings are interpreted relative to industry and societal implications including the need to make individual oriented strategies the centerpiece of bioeconomy policies and promotional campaigns in order to enhance acceptance of biobased products.

Keywords

bioeconomy / biobased products / climate change / consumer acceptance / Nigeria

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