Most developed economies are rooted in linear consumption models. Unfortunately, these models are not sustainable in the long-term, and require immediate intervention to correct emerging social, financial, and environmental impacts deriving from them. Although some elements of circularity such as recycling and composting are already present in the linear economy, circular economy takes a step beyond. One important area of innovation has to do with transforming waste, in particular urban bio-waste, back into a raw material suitable for replacing natural raw materials. A new type of polyhydroxyalkanoates (PHA), a family of thermoplastics, was recently developed to convert food waste into a biodegradable multifunctional raw material to help solving the plastic waste problem. However, little is known about consumers' reactions to products made from PHA. Hence this study aims at answering three questions pertaining to purchase intention, willingness-to-pay for, and intention to switch to bio-based products. Specifically, it aimed at addressing the role of involvement, personal values and demographics on the intention to purchase bio-based products recovered from urban food waste.Understanding the drivers of consumers acceptance of bio-based products poses opportunities to build new closed loop systems and for successfully marketing the reuse of urban food-waste.
