The study aims to investigate the role of consumers in the transition to a circular economy, focusing on the perception and acceptance of PHA bioplastic packaging derived from organic waste. The main objective is to understand how mixed emotions, such as disgust and guilt, influence the perceived value and propensity to adopt such packaging, especially in sensitive contexts such as the food industry. In particular, the study analyzes how the level of contact with the product influences such emotional reactions and purchase decisions.
