Even in the most advanced areas of the world, recycling figures are too low to be sustainable.Bioplastics, a kind of plastic made from renewable raw materials that meets standards for biodegradability, are considered as a possible alternative to conventional plastics.In contrast to traditional plastics, bioplastics degrades in warm, humid conditions and/or can be obtained from organic waste. Because of these characteristics, products realized with bioplastics have the potential to move economies from a linear to a circular model for resource efficiency, as waste would reenter the economy and become a valuable production resource, thus replacing materials obtained from fossil fuels and providing significant benefits to the environment. This paper takes the perspective of the consumers in addressing what could lead to the market acceptance of this particular type of plastic. A conceptual model is developed addressing psychological drivers that could encourage consumers’ transition from a linear to a circular economy, with the purpose of better understanding what drives consumers’ intentions to purchase products obtained from organic waste. Specifically, we find that green self-identity positively impacts perceived value, leading to higher behavioral intention. In addition, the relationship is moderated by self-congruity but not by differences in product involvement.
