Consumers in Europe are showing growing interest in biobased products due to environmental and health concerns. This study shows that digital tools and gamification can play a key role in enhancing consumer engagement in promoting sustainable choices, highlighting the potential for innovative solutions in the market.
Biobased products have clear environmental benefits compared to fossil-based alternatives. However, a European study from the 3-CO project found that consumers feel uncertain about the terminology related to biobased products, which can hinder their adoption.
Consumers are increasingly aware of the environmental impact of their choices, but trust in green claims is low. To address this, new laws aim to reduce greenwashing and improve reliability. While for example organic products benefit from regulated certification and strong associations with health and safety, biobased products cover a wider range of categories such as packaging, textiles, and household goods. With less standardised labelling, they are harder for consumers to verify, which fuels scepticism and confusion.
Alignment with European Bioeconomy Policies
“Our research aligns closely with Finland's and the EU's bioeconomy policies, which aim to promote the use of renewable biological resources to produce food, materials, and energy,” says Maarit Halttunen from VTT, the coordinator of the 3-CO project. These policies are designed to support sustainable economic growth while reducing dependency on fossil fuels and mitigating environmental impacts.
By encouraging the production and consumption of biobased products, these policies aim to foster a circular economy that is less reliant on finite fossil resources. This approach not only contributes to the reduction of greenhouse gas emissions but also supports environmental sustainability and resource efficiency.
The 3-CO project's research underscores the alignment with these policy objectives by emphasizing the potential of biobased products to address pressing environmental challenges. Through initiatives that encourage the adoption of sustainable practices and the development of digital solutions, the project supports the broader goals set forth by national and EU bioeconomy frameworks.
Diverse consumer attitudes across Europe
The 3-CO project used surveys and focus groups with 1,425 participants in Finland, Poland, the Netherlands, and Spain to explore consumer views on biobased products. The research aimed to understand how different factors, such as environmental concerns, social influences, and marketing strategies, impact consumer attitudes towards biobased products.
The participants generally exhibit positive attitudes towards biobased and organic products, often linking their purchases to environmental sustainability and personal health benefits. Thus, there is a clear indication of a willingness to buy biobased products, especially when participants express a desire to make environmentally friendly choices. However, this willingness is often mixed with skepticism and concerns about greenwashing.
For instance, participants in Finland and the Netherlands highlight their apprehensions about misleading marketing practices, which can undermine their willingness to pay premium for biobased products. Especially in Spain and Poland, the high cost of biobased products was frequently mentioned as a barrier to purchase. Participants in both countries expressed a desire for more affordable options.
Purchasing intentions were strongly influenced by social norms and perceived control, while limited visibility and doubts about authenticity reduced market engagement.
“Our study found that innovative marketing strategies, including gamification and digital tools, show promise in enhancing consumer engagement with the bioeconomy,” says Virpi Oksman from VTT. “Of course, these strategies must be tailored to resonate with diverse audiences.”
The findings emphasize the importance of transparency and reliability in environmental claims. Consumers looking for biobased products hold significant potential for reducing environmental impact. “Nonetheless, clear labeling and affordable options are essential for wider acceptance,” explains Hannamaija Tuovila from VTT.
Utilizing digital tools and gamification to support user engagement with bioeconomy
The findings of the 3-CO consumer studies highlight the potential of gamification and digital tools in promoting sustainable choices. A smart application that provides reliable information and supports sustainable decision-making is highly favored among consumers.
Following this, the 3-CO project has developed a consumer app that scans labels, analyses certifications, and delivers clear sustainability information. Through advanced scanning technology, users receive real-time information to support eco-conscious purchasing decisions and adopt more sustainable lifestyles.
3-CO project is a three-year (2023-2026) Horizon Europe project led by VTT. The project aims to support sustainable consumption and improve consumer behaviour by developing smart digital solutions and compiling guidelines for Labelling and Certification Scheme holders.
The 3-CO final event will be held on October 21th via Zoom, please see further information about the event and register at https://3co-project.eu/news-events.
