Introduction
As bioplastics grow in popularity in packaging and consumer goods, consumers continue to react with mixed feelings about these novel materials. According to consumer research studies, the challenges surrounding the perception of bioplastics are due to suspicions over the legitimacy of their sustainability claims, correlations between biobased products and lower quality, and a misunderstanding of how to dispose of the product at the end-of-life. By better understanding how consumers feel about bioplastics, we can better understand purchase drivers and what changes can be made to increase their purchase intent.
Understanding Bioplastics: Types and Environmental Impact
Bioplastics used in commercial products or packaging can broadly be materials that are biobased, biodegradable, or both. The percentage of bio-content that different bioplastics contain, their feedstocks, and their ideal end-of-life disposal all vary greatly. Many consumers may be unaware of whether a material is a bioplastic because it is derived from biological feedstocks, or because it can biodegrade. This lack of knowledge around exactly how these bioplastics impact the environment can cause mistrust in the product’s intent and messaging.
Certification Programs and Consumer Trust in Bioplastics
Within the United States, the USDA’s BioPreferred Program is the only certification scheme that certifies bio-content within products. The program recognizes products as “BioPreferred” if they contain a bio-content percentage as measured by carbon isotope testing. Products certified under this program can have largely different environmental footprints. Fortunately, the USDA’s Voluntary Labeling Initiative provides certified products with a label displaying the product’s biobased content percentage. BioPreferred also supports mandatory federal purchasing requirements for certain biobased products, which they list in the BioPreferred® Program Catalog. This initiative aims to strengthen the domestic bioeconomy and create new economic opportunities for the American agricultural industry. When shopping for biobased products, consumers can look for a “USDA Certified Biobased Product” label to identify its biobased percentage (see Figure 1).
Consumers are often willing to pay more for sustainable products. However, these consumers keen to make more sustainable purchases may find it difficult to differentiate between authentic messaging and greenwashing. Increasing transparency when labeling products is one way of building trust in a product. It is important to include details such as the percentage and origins of the bio-content, and the testing standards used to certify the bio-content percentage. While Rheom Materials is in the process of getting USDA BioPreferred certified, the isotope tests can still be performed as a third-party confirmation of expected results in the BioPreferred certification. Their biobased resin, Benree™, was recently tested using ASTM D6866 and found to be 100% biobased. Additionally, their biobased leather alternative, Shorai™, is 92% biobased, with plans to reach 100% biobased in 2025. Rheom Materials maximizes bio-content when creating products, choosing raw materials with the lowest environmental impact possible.
Additionally, a lack of transparency in the production of bioplastics can cause confusion around responsible land-use and food security. It is important to ensure that feedstocks used for bioplastics do not use up land that would otherwise be used for food crops. However, according to European Bioplastics, it is estimated that bioplastics will use up only 0.02% of the world’s arable land by 2025. At Rheom Materials, both Benree™ and Shorai™ are produced using biobased materials not competitive with the food industry.
Addressing Quality and Durability Concerns in Bioplastics
Other factors such as the perceived quality of bioplastics and the lack of transparency in their production can also impact a consumer’s opinions about bioplastics. Biobased versions of a product are often associated with poor quality and durability issues compared to conventional versions of the same product. A key attribute of sustainability includes durability and longevity. Bioplastics that are perceived as less durable and cannot withstand normal wear and tear, may end up being perceived as less sustainable. Rheom Materials understands the importance of creating materials that last. That’s why they strive to make durable materials that withstand their intended use, but go away at their end-of-life.
Confusion Surrounding End-of-Life Disposal
Bioplastics are often an umbrella term that broadly describes products that are biobased, biofabricated, biodegradable, or a combination of these different properties. The attributes of different bioplastics vary greatly. Some bioplastics must be recycled in a traditional recycling bin, whereas others should be industrially composted. Some bioplastics benefit the environment by reducing their reliance on fossil fuels. Others are designed to benefit the environment by being able to fully degrade in natural environments. Some, like Benree™ and Shorai™, are designed to reduce reliance on fossil fuels and have plans for end-of-life. This year, Rheom Materials began a soil biodegradability test for Benree™ to help consumers understand the biodegradability of their 100% biobased material. If these differing attributes are not communicated clearly to the end user, consumers are not aware of how their purchasing decisions are impacting the environment.
Many bioplastics also appear visually very similar to conventional plastics. This creates further confusion for consumers who cannot identify if they are purchasing a more sustainable alternative or the conventional version. Consumers need to be able to more easily differentiate bioplastics from traditional plastics. They must be educated as to which aspects of the product are sustainable and how the product should be disposed of. With more knowledge, consumers can be more empowered by their purchasing decisions and subsequent interaction with the product and its end use.
Next Steps: How Brands Can Improve Bioplastics Transparency
Consumers are ready to purchase more sustainably. However, the current bioplastics landscape is confusing and difficult to navigate. It is difficult to distinguish between truly sustainable offerings and greenwashing. It can also be difficult to understand exactly how a product is benefiting the environment. More attention can be made to labeling the environmental benefits of a product, where the raw materials are sourced from, and instructing on how to dispose of the product correctly. Consumers who understand how they are playing an active role in improving their environmental footprint will feel more empowered to continue to do so.
Rheom Materials, Inc. is committed to advancing the bioplastics revolution. They believe that bioplastics represent a positive development in materials science, delivering the utility and versatility of conventional plastics while significantly improving sustainability, reducing carbon footprints, and enhancing the biodegradability of plastic goods. Their cutting-edge bioplastic solutions are designed to meet the growing consumer demand for environmentally responsible products without compromising on quality or performance.
As we move forward, the bioplastics industry has an unprecedented opportunity to reshape consumer perceptions and drive widespread adoption of these innovative materials. With continued focus on education, transparency, and technological advancement, bioplastics are poised to play a crucial role in building a more sustainable and circular economy.
