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Bioplastics in the basket of Italians: A hybrid framework for understanding the adoption of bioplastic food packaging

Author

Listed:
  • Giovanbattista Califano
  • Alessia Lombardi
  • Teresa Del Giudice
  • Francesco Caracciolo
  • Luigi Cembalo

Abstract

This study provides a comprehensive understanding of the factors influencing Italian consumers' choice of biodegradable and compostable packaging by using a hybrid framework that integrates the theory of planned behaviour with a discrete choice experiment. By analysing the interplay between internal and external factors and rational consumer evaluations, the research clarifies that consumers' choices can be explained by a combination of economic and psychological models, offering a more accurate representation of the driving forces behind consumer decisions. Applying latent class analysis, we identify consumer segments based on packaging preferences for packaged salad, knowledge of waste disposal rules and the psychological characteristics of a statistically representative sample of Italian consumers. The integration of a comprehensive behavioural model allows for the identification of psychological determinants that influence consumer behaviour, outlining detailed profiles of both early adopters and those most opposed to this technology. This research contributes to the literature on sustainable packaging and offers insights to marketers and policymakers for promoting the adoption of sustainable packaging.

Suggested Citation

  • Giovanbattista Califano & Alessia Lombardi & Teresa Del Giudice & Francesco Caracciolo & Luigi Cembalo, 2024. "Bioplastics in the basket of Italians: A hybrid framework for understanding the adoption of bioplastic food packaging," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 68(4), pages 826-846, October.
    • Handle: RePEc:bla:ajarec:v:68:y:2024:i:4:p:826-846
    DOI: 10.1111/1467-8489.12578
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    References listed on IDEAS

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    1. Mira Lehberger & Anne-Katrin Kleih & Kai Sparke, 2025. "Effects of framing and knowledge on purchase intention of climate-friendly products—an experimental study on peat-free vs. peat-based potting soil," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 13(1), pages 1-19, December.

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