Overall, between 1/3 and 1/2 of all food produced ends up as waste and its management remains a significant economic and sustainability problem. Its transformation into higher-value products has clear implications for developing and sustaining a circular economy model.As a form of value reclamation, recent advancements in polymer polyhydroxyalkanoates technology (PHAs) allow the transformation of urban food waste into an environmentally friendly production material, bioplastics, and it could contribute to managing waste in a more sustainable manner.How the market and consumers might react to bioplastics products is still not clear and unfortunately, many of today's consumers are not necessarily ready to consider such alternatives, as consumers often value other product attributes (i.e., cost, quality, and associated prestige) more than their sustainability. A greater understanding of consumers' intention to switch to bioplastic products provides opportunities for firms to develop state-of-the-art, profitable, and sustainable food systems. Specifically, this research considered several individual predictors, such as products' involvement, perceived value, and performance risk, as well as consumers' awareness and green self-identity, and assessed the effects on consumers' willingness to switch to bioplastic products. Moreover, it offers insights on how managers and companies can customize their strategies relative to the introduction of food-waste bioplastic products.
