Marketing a new generation of bio-plastics products for a circular economy: The role of green self-identity, self-congruity, and perceived value

Bioplastics represent an innovation for replacing materials obtained from fossil fuels and could provide significant benefits to the environment. A new generation of bioplastic from urban waste is now technically feasible. This paper is among the first to assume the perspective of the consumers rather than the manufacturers in addressing what could lead to the market acceptance of this particular type of bioplastic. A conceptual model is...