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Consumer Perspectives on Bio-Based Products and Brands—A Regional Finnish Social Study with Future Consumers

Author

Listed:
  • Tiina Kymäläinen

    (VTT Technical Research Centre of Finland Ltd., P.O. Box 1000, FI-02044 Espoo, Finland)

  • Kaisa Vehmas

    (VTT Technical Research Centre of Finland Ltd., P.O. Box 1000, FI-02044 Espoo, Finland)

  • Heli Kangas

    (VTT Technical Research Centre of Finland Ltd., P.O. Box 1000, FI-02044 Espoo, Finland)

  • Sami Majaniemi

    (VTT Technical Research Centre of Finland Ltd., P.O. Box 1000, FI-02044 Espoo, Finland)

  • Tiina Vainio-Kaila

    (VTT Technical Research Centre of Finland Ltd., P.O. Box 1000, FI-02044 Espoo, Finland)

Abstract

This article presents a Finnish social design study that focuses on consumer perspectives and future expectations related to bio-based products and brands. The qualitative regional study addresses the global concern associated with sustainability of the bioeconomy. Because a gap in research was identified from the regional consumer perspective, the article presents a case study that was held with 50 consumers in Finland. The main research method was qualitative online focus group discussions, with an objective to gain an understanding of consumer behavior, motivations, concerns, and intentions related to bio-based products and brands. The results are presented according to the sustainability framework, which was constructed around four topics: (1) consumer awareness, (2) illustrated examples and their consumer acceptance, (3) consumption habits, and (4) future consumption behavior. The main findings indicate that Finnish consumers were extremely well-informed on the bio-based concept, and they trusted domestic regional brands the most. Throughout the research, Nordic consumers highlighted the role of companies and urged sensible science-based communication on the sustainability aspects. Finally, the results led to consider how the value-sensitive consumer insights may be utilized by proposing prominent impact assessment methods for decision-making in both the business and consumer sectors.

Suggested Citation

  • Tiina Kymäläinen & Kaisa Vehmas & Heli Kangas & Sami Majaniemi & Tiina Vainio-Kaila, 2022. "Consumer Perspectives on Bio-Based Products and Brands—A Regional Finnish Social Study with Future Consumers," Sustainability, MDPI, vol. 14(6), pages 1-20, March.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:6:p:3665-:d:775826
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    References listed on IDEAS

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    1. James Gaffey & Helena McMahon & Emily Marsh & Kaisa Vehmas & Tiina Kymäläinen & John Vos, 2021. "Understanding Consumer Perspectives of Bio-Based Products—A Comparative Case Study from Ireland and The Netherlands," Sustainability, MDPI, vol. 13(11), pages 1-19, May.
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