Stated purchase of bio-based products: Personal and regional factors in Germany

A successful transformation to an economy less dependent on fossil resources requires consumers’ willingness to buy bio-based products. Therefore, it is essential to understand which factors determine their preferences. Using a large-scale online survey representative of the German population at the sub-national level, this study investigates to what extent personal and regional macro-economic factors are associated with consumers’ mean stated purchase for various bio-based products. Results of the regression analysis reveal that personal factors, such as economic preferences, universal moral values, and individual factors related to climate change perception, climate policy support, and civic engagement to fight climate change, are statistically significantly associated with consumers’ stated bio-based purchases. The influence of regional characteristics (e.g., GDP, employment sectors, and climate change) is weaker and less consistent. The study draws a holistic picture of the factors that determine consumers’ preferences regarding the purchase of bio-based products. Additionally, the study contributes to theory, as it is the first one applying comprehensive measured economic preferences and moral foundations in the context of bio-based purchases. The findings imply the need for target-specific approaches to also reach those less engaged and unlikely to be convinced by general communication measures.