Consumer preferences for recycled plastics: Observations from a citizen survey

This study investigates consumer experiences and perceptions of products and packaging made of recycled plastics and examines factors that are linked with the attractiveness of such applications. Generally, the drivers and barriers related to the demand for recycled plastics are not thoroughly understood. To study these, a survey was conducted in Finland. The results reveal that 93% of consumers of recycled plastic applications are satisfied with the acquired products and would buy the products again. The use of recycled plastic is stated to have positively affected purchase decisions of 86% of consumers. The results imply that females, younger people, those who recycle, and those who are environmentally conscious are likelier to think that the use of recycled plastics increases product attractiveness. However, developers and producers should pay attention to availability, product selection and labeling of recycled plastics. The study provides information on potential customers, marketing strategies, and appreciated product characteristics for developers, manufacturers, policy-makers, and researchers in the plastic field. •Consumers are mainly satisfied with the products made of recycled plastic they own.•The use of recycled plastic seems to positively affect purchase decisions.•Many product- and consumer-specific factors impact attractiveness of recycled plastic.•Product selection, availability and labeling should be improved.