The bioplastic paradox: unpacking consumer acceptance and the disposal challenge of home compostable packaging

The global plastic crisis necessitates a transition toward sustainable alternatives to fossil-based polymers. However, the widespread adoption of bioplastics is hindered by mechanical and barrier performance gaps compared to established industry standards, requiring a "formulation-for-purpose" approach to ensure functional competitiveness. Within this framework, home-compostable bioplastics represent a critical innovation, yet their environmental efficacy remains strictly dependent on overcoming technical, perceptual, and behavioral barriers at the consumer level. This study investigates these challenges through a consumer test with 110 Italian participants (55.4% females) who evaluated four packaging formats (bag, clamshell, film, sealed film tray), each in both home-compostable bioplastic (HCB) and conventional fossil-based plastic (FBP) versions. The methodology assessed affective responses (liking, purchase intent), sensory and functional properties, and declared disposal accuracy. These variables were analyzed against socio-demographics, habits, logo familiarity, and psycho-attitudinal profiles to identify key predictors. HCB packaging acceptance is highly format-dependent. While comparable to FBP for flexible formats, HCBs are penalized for attributes like high opacity, unless the perceived benefit of sustainability can offset other sensory flaws. A critical "bioplastic paradox" emerges: despite positive consumer acceptance, correct disposal rates for HCBs (65-74%) are significantly lower than for FBPs (89-96%). The strongest predictors of correct disposal are familiarity with the compostability logo and younger consumer age. These findings reveal the consumer as an indispensable actor in the HCB value chain, making their active engagement essential. Consequently, achieving the environmental promise of these products hinges on both industry-led innovation and policy-driven initiatives that foster informed consumer acceptance.