Characterization of ‘natural’ and ‘high-quality’ materials to improve perception of bio-plastics

Abstract Over the past decade, the deployment of sustainable product design has led to a dramatic increase in the use of bio-plastics as an environmentally sensitive substitute to regular petroleum-based ones. Published literature has explored the environmental performance and their suitability as an alternative for regular plastics. However, the reception of these materials by users, who come into contact with these materials embodied in consumer products, has not been researched and published. Even though the principle of using such materials with improved environmental credentials is sound, it is down to the users' appreciation of those materials that ultimately determine their commercial success. A significant challenge faced by material developers and product designers is to facilitate the appraisal of bio-plastics as a natural alternative to regular plastics, whilst at the same time meeting users' perceptions of quality. Drawing on the results of an empirical study this paper discusses when a material is perceived as ‘natural’ and/or ‘high- quality’. The study concludes that there are more contradictory aspects than congruent aspects when evoking these two meanings. Imposition of new aesthetic values and uniqueness are discussed as critical strategies to elicit the desired meanings.