Skip to main content

Consumer acceptance of Wood-Polymer Composites: a conjoint analytical approach with a focus on innovative and environmentally concerned consumers

Osburg, Victoria-Sophie; Strack, Micha; Toporowski, Waldemar

Authors

Victoria-Sophie Osburg

Micha Strack

Waldemar Toporowski



Abstract

Wood-Polymer Composites (WPCs) can contribute towards resource efficiency as they mainly consist of wood by-products and/or waste materials. The eco-innovative materials represent a hybrid solution on the ‘two-evils’ continuum’ constituted by the competing materials of wood and plastics; the former being too expensive and resource consuming in mass consumption, the latter cheap but environmentally hazardous. However, consumer acceptance of WPCs is questioned due to the merger of components consumers perceive as being contradictory (wood and plastics). Additionally, it is discussed whether consumers' innovativeness enhances WPC acceptance, while eco-friendly consumers may reject WPCs because of environmental concerns related with the synthetic components. To determine the potential market for products made of eco-innovative materials, two German-language online studies (n = 198, n = 357) were created to examine consumer acceptance of WPCs in relation to the competing materials. Study 1 introduced a 3 (material: wood, WPC, plastics) × 2 (appearance: wooden or synthetic) within-subject design. Consistent with the expectations, study 1 showed a clear preference for wood over plastics based on a convenient sample. WPCs remained in the centre position, even for environmentally concerned consumers. Study 2 was conducted to replicate the findings with a representative sample. It additionally considered consumer innovativeness and included further product categories. WPCs only slightly deviated from the centre position in study 2. Mostly important, study 2 proved that the higher the environmental concern and the innovativeness of consumers, the more WPCs were accepted. When taken together, the results point to a greater WPC market than previous research had indicated. In general, premature concerns about innovative materials can be prevented by consumer acceptance studies examining the new materials' position in a surrounding ‘multi evils’ continuum’.

Publication Date 2016-01
Journal Journal of cleaner production
Print ISSN 0959-6526
Electronic ISSN 1879-1786
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 110
Issue January
Pages 180-190
APA6 Citation Osburg, V., Strack, M., & Toporowski, W. (2016). Consumer acceptance of Wood-Polymer Composites: a conjoint analytical approach with a focus on innovative and environmentally concerned consumers. Journal of cleaner production, 110(January), 180-190. https://doi.org/10.1016/j.jclepro.2015.04.086
DOI https://doi.org/10.1016/j.jclepro.2015.04.086
Keywords Consumer acceptance, Eco-innovation, WPCs, Conjoint analysis, Green marketing
Publisher URL http://www.sciencedirect.com/science/article/pii/S0959652615004618
Copyright Statement © 2016, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/
Additional Information This is a description of an article published in Journal of cleaner production, 2016, v.110.

Files

Article.pdf (1.3 Mb)
PDF

Copyright Statement
© 2016, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/





You might also like



Downloadable Citations