Turning ocean garbage into products

Abstract

This research investigates consumers’ responses to products made of recycled ocean plastic. A quantitative study was conducted online with 258 Dutch consumers in which attitudinal and behavioural responses to products made of ocean plastic were investigated. The most important predictors of consumers’ purchase intention were anticipated conscience, value for money and perceived functionality. In addition, risks of contamination negatively influenced purchase intention. For willingness-to-pay (WTP) a price premium, anticipated conscience, recognisability and perceived safety appeared to be the most important predictors. Through a cluster analysis, four different consumer groups were identified. Two consumer clusters consisting of ‘sustainability experts’ and the ‘sustainability benevolent’ (59% of our sample) demonstrated a strong interest and a willingness to pay a price premium for these products. When comparing consumers’ responses in different product categories, results showed that quality expectations and purchase intention were generally lower for textile products than for durables and fast-moving consumer goods packages. This research contributes to the theoretical understanding of consumer responses to products made of recycled ocean plastic and can help companies to develop strategies to launch such products effectively.