Consumers' Acceptance of a Bio-circular Automotive Economy: Explanatory Model and Influence Factors - MDPI
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sustainability
Article
Consumers’ Acceptance of a Bio-circular Automotive
Economy: Explanatory Model and Influence Factors
Simone Wurster 1, * and Rita Schulze 2
1 Department of Innovation Economics, Technische Universität Berlin (TU Berlin), 10587 Berlin, Germany
2 Forschungsförderung und Tagungen, DECHEMA e.V., 60486 Frankfurt am Main, Germany;
rita.schulze@dechema.de
* Correspondence: simone.wurster@tu-berlin.de
Received: 29 November 2019; Accepted: 13 February 2020; Published: 12 March 2020
Abstract: Sustainability in the automotive sector and appropriate end-of-life (EOL) management
options for car tyres are important and constitute global issues. There is currently an oversupply of
EOL tyres and the potential of circular economy (CE) tyres and for bio-based (BB) tyres warrants
further investigation. Likewise, BB and CE tyres might be an interesting approach to improve the
overall sustainability of the tyre life cycle. Research on drivers for the acceptance of CE and BB tyres
is currently missing. In 1989, a socio-economy model was created to understand the acceptance
of various products. This model is still popular in many areas but does not address sustainability
questions of the 21st century appropriately. This article aims to provide a better understanding of
the factors which drive acceptance of sustainable tyres. It presents an acceptance model and related
influence factors in three areas: variables related to the consumers, perceived product characteristics
and stimulating moderator variables. The third aspect refers in particular to labels and certification
influencing consumer views on existing product characteristics. This article ends by discussing how
availability of such labels could be promoted through eco-labelling of tyres and related standardization,
addressing the industry and policy makers to make the automotive sector more sustainable.
Keywords: sustainability; bio-based products; automotive industry; eco-labels; tyres; cars
1. Introduction
1.1. Motivation for This Research
In 2017, the Earthbound report issued an article on the web titled “What can the world do with
1.5 billion waste tyres?” In addition to the burden of this existing waste, around 17 million tonnes of
used tyres have to be managed globally on an annual basis [1]. Various regulatory changes of the last
years require appropriate solutions. In Europe for example, landfilling has been banned since 2003
for whole tyres and since 2006 also for shredded tyres [2]. Regarding incinerations, prohibitions exist
as well. There is a need for action towards the creation of a circular tyre economy (CE): an economic
system in which “the value of products and materials is maintained for as long as possible; waste and
resource use are minimized, and resources are kept within the economy when a product has reached
the end of its life, to be used again and again to create further value” [3]. While consumers become
more and more sensitive to sustainability and climate issues in various topics, e.g., regarding plastic
bags, food packaging and mobility in general, car tyres are still not in the focus of the conscious
consumer. A specific issue in this context is the management of end-of-life tyres. End-of-life (EOL)
tyres may offer the potential to create new markets if appropriate value-adding recycling technologies
are identified. Therefore, appropriate knowledge to stimulate the demand for these tyres is needed.
Sustainability 2020, 12, 2186; doi:10.3390/su12062186 www.mdpi.com/journal/sustainabilitySustainability 2020, 12, 2186 2 of 22
1.2. Research Gaps and Objectives
This article aims to provide a better understanding of the factors, which drive acceptance of
sustainable tyres. It focuses particularly on Europe. Based on the European Union (EU)’s CE action
plan, at the end of life of a product (which is the tyre in the given case), priority must be given to those
measures, which best guarantee the protection of man and the environment in the production and
management of waste, taking into account the principles of precaution and sustainability. According to
the CE action plan, the end-of-life waste hierarchy is as follows: 1. prevention, 2. preparation for
recovery, 3. recycling, 4. other recovery, mainly energy recovery and 5. disposal [4].
Currently, only a fraction of the used tyre stock is utilized for re-use and re-treading (part worn
tyres) [5]. In many countries, energy recovery is still the dominating end-of-life option, see [6].
In addition, the potential advantages of bio-based (BB) products and the goal of establishing a BB
economy have been discussed in recent years [7]. In this context, BB products are “products wholly or
partly derived from biomass” [8]. Based on this definition, also products whose BB share is only 1%
can be labeled “BB”. This shows that the products’ contribution towards a BB economy varies a lot.
Concerning the sustainability goals to secure non-renewable resources and to become independent
of crude oil, analyzing opportunities to create and commercialize products with a high share of BB
content appears to be promising. To date, tyres typically contain a mixture of BB and fossil-based
rubber; thus, they are BB products. Nevertheless, tyres with a high share of BB content are already
being developed and even available, in particular tyres made with rubber derived from dandelion
biomass (e.g., Continental’s Urban Taraxagum tyres).
Recycled rubber is currently added to new tyres in small amounts. Against the current oversupply
of used tyres and the producers’ interest to reduce the dependence on primary rubber (i.e., synthetic
rubber made from fossil fuels), it is interesting to understand how well the goals towards a CE match
with the consumer’s needs. Only a small fraction of the rubber used in tyres is currently from secondary
sources such as recycled tyres [5].
Quotes provided in [9] illustrate prejudices regarding retreaded tyres (translated): “What are
retreaded tyres really good for? .... Retreaded tyres are a cheap alternative. But they are supposed
to change the driving behaviour. Are they really a safety risk?” These quotes indicate information
needs as well as a need for strategies to overcome prejudices and to stimulate the demand for
environmentally friendly tyres effectively. For example, a search in Web of Science shows that there
is a lack of scientific literature on the topic of retreaded tyres. The keywords “retreated tyres” and
“acceptance” provided no suitable hits in the relevant research categories (Engineering Chemical,
Humanities Multidisciplinary, Environmental Sciences, Management, Biodiversity Conservation,
Green Sustainable Science Technology and Ecology). Even the search term “retreated tyres” alone led
to only six hits. The most important contribution in this context [10] is eight years old. Two follow
up-articles of 2017 [11,12], not listed in Web of Science) identified four research streams regarding used
tyre management: legislation-oriented research, treatment options, mathematical modelling approach
and application alternatives. The absence of research on consumer acceptance illustrates the research
gap in particular. To address this gap, this article provides answers to the following questions to
support the development and supply of sustainable CE and BB tyres:
1. How can the acceptance of sustainable tyres be modelled?
2. What are consumers’ needs and interests with regards to tyres and sustainability?
Based on question 1, this article analyses current acceptance models regarding their applicability
for sustainability topics. No current model addresses the relevant aspects appropriately.
However, the model of [13] appeared to be suitable for further modification and served as the
foundation for a new model with sustainability-oriented elements. Question 2 aims to develop this
model further. It will be answered by the help of a comprehensive analysis of various research
streams linked with sustainable automotive products and the identification of applicable content.
After describing our methodological approach in Section 2, Section 3 provides a new acceptanceSustainability 2020, 12, 2186 3 of 22
model for a CE in the automotive industry, together with specific sets of variables derived from
literature. The article ends with a conclusion and a discussion in Section 4, also summarizing topics for
further research.
Sustainability 2019, 11, x FOR PEER REVIEW 3 of 24
1.3. Novelty of This Research
1.3. Novelty of This Research
Based on our analysis, the current state in socio-economic acceptance models does not provide
Based on our analysis, the current state in socio-economic acceptance models does not provide
an appropriate frame to describe the acceptance of sustainable products regarding sustainable tyres
an appropriate frame to describe the acceptance of sustainable products regarding sustainable tyres
and the specification of concrete characteristics of these products. The model of [13] was developed
and the specification of concrete characteristics of these products. The model of [13] was developed
in 1989 to understand the acceptance of various products. This model is still popular in many areas
in 1989 to understand the acceptance of various products. This model is still popular in many areas
but does not address sustainability questions of the 21st century appropriately. This article aims to
but does not address sustainability questions of the 21st century appropriately. This article aims to
contribute to overcoming this gap by presenting a new acceptance model, which considers sustainability
contribute to overcoming this gap by presenting a new acceptance model, which considers
aspects specifically.
sustainability aspects specifically.
2. Materials and Methods
2. Materials and Methods
According to [14], “recognition (of) the needs and acceptance of individuals is the beginning stage
of anyAccording
businessestoand
[14], “recognition
this (of) the
understanding needs
would and acceptance
be helpful to find theof way
individuals
of futureis development,
the beginning
stage of any businesses and this understanding would be helpful to find the way
thus academic are interested in (understanding) the factors that drive user’s acceptance or rejectionof future
development, thus academic are interested in (understanding) the factors that drive user's
of innovative products.” As mentioned in Section 1, the current research on used tyre management acceptance
or rejection
consists of areas,
of four innovative
whileproducts.”
research onAs mentioned
consumer in Section
acceptance 1, the current
is missing research
(see Figure 1). on used tyre
management consists of four areas, while research on consumer acceptance is missing (see Figure 1).
Figure1.1.Current
Figure Currentresearch
researchon
onused
usedtyre
tyremanagement
managementand
andthe
theresearch
researchgap
gapaddressed
addressedby
bythis
thisarticle.
article.
To address this gap, current acceptance models were analyzed, leading to the development of
To address this gap, current acceptance models were analyzed, leading to the development of a
a new model and five clusters of acceptance variables. The iterative research process is shown in
new model and five clusters of acceptance variables. The iterative research process is shown in Figure
Figure 2.
2.
The creation of the acceptance model started by joint analyses of the research topic and existing
acceptance models based on the models presented by [15]. No model appeared to be suitable for the
given purpose concerning sustainable consumption. One model, however, appeared to be suitable for
further modifications and the systematic integration of sustainability elements, leading to the creation
of an advanced acceptance model for sustainable products.
Its creation was linked with the specification of acceptance variables related to sustainable car tyres
based on further literature analyses. For this purpose, the current state in surrounding research streams
was analyzed regarding sustainable consumption in the fields of automotive products, BB products
and CE products. Figure 3 illustrates the specific positioning of the products of our research.
The identification of acceptance variables started by a targeted identification of sources in
the databases Web of Science (WoS) and Business Source Complete (BSC), published since 2009.
Search combinations of the terms “acceptance” and “readiness for use”; “tyres” and “automotive”;
“waste”, “bio-based”, “environmental-friendly” as well as “biofuels” were used. In each case, the search
was carried out by using the displayed terms as well as synonyms selected for linguistic purposes with
the support of experts.Sustainability 2020, 12, 2186 4 of 22
Sustainability 2019, 11, x FOR PEER REVIEW 4 of 24
Figure Stages
2. Stages
ofofthe
themodel
model development and the specification of the acceptance variables.
Figure
Sustainability 2019, 2.
11, x FOR PEER REVIEWdevelopment and the specification of the acceptance variables. 5 of 24
The creation of the acceptance model started by joint analyses of the research topic and existing
acceptance models based on the models presented by [15]. No model appeared to be suitable for the
given purpose concerning sustainable consumption. One model, however, appeared to be suitable
for further modifications and the systematic integration of sustainability elements, leading to the
creation of an advanced acceptance model for sustainable products.
Its creation was linked with the specification of acceptance variables related to sustainable car
tyres based on further literature analyses. For this purpose, the current state in surrounding research
streams was analyzed regarding sustainable consumption in the fields of automotive products, BB
products and CE products. Figure 3 illustrates the specific positioning of the products of our research.
The identification of acceptance variables started by a targeted identification of sources in the
databases Web of Science (WoS) and Business Source Complete (BSC), published since 2009. Search
combinations of the terms “acceptance” and “readiness for use”; “tyres” and “automotive”; “waste”,
“bio-based”, “environmental-friendly” as well as “biofuels” were used. In each case, the search was
carried out by using the displayed terms as well as synonyms selected for linguistic purposes with
the support of experts.
Figure 3. Positioning
Figure 3. Positioning of
of certain
certain car
car tyres
tyres in
in the
the broader sustainability context.
broader sustainability context.
The 1616hits
hitsfor
for
thethe acceptance
acceptance of and
of BB BB and CE tyres
CE tyres and automotive
and automotive components
components accordingaccording
to Figureto
2
Figure 2 contained
contained very fewresults.
very few suitable suitable results. Therefore,
Therefore, generalonfindings
general findings on the of
the acceptance acceptance of
sustainable,
sustainable,
BB BB and CE
and CE products wereproducts
analyzedwerewithanalyzed
regard towith regard tofor
implications implications
the automotivefor the automotive
industry (2020
industry (2020
documents). documents).
However, However,
again only again
a fraction only could
of them a fraction of for
be used them could
further be used
analyses. In for
mostfurther
cases,
analyses.
the articlesInreferred
most cases, the that
to topics articles
werereferred to topics
too far away from that
ourwere too focus.
product far away from
They our product
included, focus.
for example,
They
the included, for
willingness example,
to accept the willingness
for municipal wastetorecycling,
accept forconsumers’
municipal perspective
waste recycling,
on CEconsumers’
strategies
perspective
for reducingon CEwaste
food strategies for as
as well reducing
variousfood waste
articles on as wellbuilding
green as various articles on recycled
technologies, green building
water,
technologies,
sustainable recycled
clothing andwater,
evensustainable
wind energy. clothing and even wind energy.
Of particular value in the analyses were findings from the field of electromobility to deepen the
general understanding of consumer preferences regarding sustainability and innovation. Due to the
restriction of the search to "automotive" AND “bio-based” or “recycled”, some of these articles were
not included in the group of the first 16 hits. At the same time, the biofuels sector's use of renewable
raw materials suggested helpful implications for BB automotive components, which are made ofSustainability 2020, 12, 2186 5 of 22
Of particular value in the analyses were findings from the field of electromobility to deepen the
general understanding of consumer preferences regarding sustainability and innovation. Due to the
restriction of the search to "automotive" AND “bio-based” or “recycled”, some of these articles were not
included in the group of the first 16 hits. At the same time, the biofuels sector’s use of renewable raw
materials suggested helpful implications for BB automotive components, which are made of renewable
raw materials. Therefore, the acceptance of biofuels was specifically researched and included in
the analyses, leading to 117 hits. Based on suggested cross-references and recommendations, seven
additional studies were selected for the analysis.
In total, we screened 2,160 contributions. Examples showing why articles were eliminated
from further analyses due to their product topics were already given regarding the first 2,036 hits.
Another group of articles, which had to be excluded in all search rounds, referred to the key word
“acceptance” but did not include acceptance criteria. Alternative topics not in our focus were, for
example, design experiments, services and business models. In addition, the Web of Science database
also included entries on articles to which no access was provided.
In summary, a total of 32 studies were selected for in-depth analysis. Table 1 provides an overview
of these studies, for which the demand side of BB and CE car components constitutes the focal topic
area for this article. A specific template was used for a structured analysis of the selected articles
focussing stakeholder groups, acceptance factors and other influences, which is shown in Table A1,
(Appendix A). In addition to our model, five clusters of acceptance variables were created on this basis.
Table 1. Analyzed research articles to specify the acceptance variables.
Topic Authors
Bhate & Lawler (1997) [16], Axsen et al. (2012) [17], Bossle et al. (2016) [18],
Environmentally
Medeiros et al. (2014) [19], Hanss & Böhm [20], Liobikienė et al. (2017) [21],
sustainable products
Liobikienė & Juknys (2016) [22], Luchs & Kumar (2017) [23]
Bioeconomy Bröring et al. (2017) [24]
Camacho-Otero et al. (2018) [25], Camacho-Otero & Pettersen (2017) [26], Russo
CE
et al. (2019) [27]
Russo et al. (2019) [27], Sijtsema et al. (2016) [28], Carus et al. (2014) [29],
BB products
Lettner et al. (2017) [30], Peuckert & Quitzow (2017) [31]
Adnan et al. (2017) [15], Schuitema et al. (2013) [32], Egbue & Long (2012) [33],
Electric vehicles
Li et al. (2017) [34], Liao et al. (2017) [35], Moons & Pelsmacker (2016) [36]
Lanzini et al. (2016) [37], Linzenich et al. (2019) [38], Chang et al. (2015) [39], Li
Alternative fuels
& McCluskey (2014) [40], Li & McCluskey (2017) [41], Moula et al. (2017) [42]
CE cars Despeisse et al. (2015) [43]
Other (green vehicles’
Mihet-Popa & Saponara (2018) [44]
digitalization)
Other (life cycle
Tarne et al. (2017) [45]
assessment)
Other (green information) Wang et al. (2018) [46]
Comment: [46] was eliminated later. In contrast to the title, the authors write in the document that the article
refers to laptops and not to cars.
Our research resulted in an acceptance model with advanced sustainability elements, which were
tested as part of a bigger survey among sustainability-oriented consumers. A total of 323 customers of
the web platform for sustainable food “Meine Kleine Farm” in Germany were surveyed for this purpose.
In addition, the model was evaluated based on critical rationalism principles according to [47,48].
Based on our findings, managerial implications and implications for policy makers were derived.Sustainability 2020, 12, 2186 6 of 22
3. Results
3.1. Acceptance Model
3.1.1. Foundations and Fundamental Variables
The goal to support the market uptake of sustainable tyres and the fact that “the recognition
(of) the needs and acceptance of individuals is the beginning stage of any businesses” [14] imply the
question how the acceptance of sustainable tyres can be modelled. A specific issue in this context is the
question of which specific characteristics these tyres should have.
To provide deeper insight in the acceptance of sustainable tyres, we analysed current acceptance
models regarding their suitability for specifying the characteristics of sustainable products. We defined
the user acceptance of a sustainable (here, BB and/or CE) product as the proven willingness of a user
group to use this product for the tasks for which it was produced (derived from [49], who developed
this definition in the context of information technology). The research literature offers a number of
theories to describe the acceptance and adoption of environmentally friendly automotive products.
Sustainability 2019, 11, x FOR PEER REVIEW 7 of 24
Authors in [15] review differences between five theoretical approaches and research streams,
which we analysed with regards to sustainable tyres:
Authors in [15] review differences between five theoretical approaches and research streams,
which
1. we analysed
Theory of plannedwithbehaviour
regards toand
sustainable
theory oftyres:
rational choice (e.g., [50,51]);
1.
2. Theory of planned behaviour and theory
Normative theories and environmental behaviour of rational choice
(e.g., (e.g., [50,51]);
[52]);
3.2. Normative
Lifestyle, theories and
self-identity environmental
and symbols (e.g.,behaviour (e.g., [52]);
[53] and [54]);
4.3. Diffusion
Lifestyle, of innovationand
self-identity andsymbols
consumer innovation
(e.g., capacity (e.g., [32,55]); and
[53] and [54]);
5.4. Emotions and consumers (e.g. [33]).
Diffusion of innovation and consumer innovation capacity (e.g., [32,55]); and
5. Emotions [15]
Although and had
consumers
a special(e.g. [33]).
focus on electric vehicles (EV), many of the approaches considered
have Although
been developed [15] had a special
without focus on
a specific electricinvehicles
product mind. The(EV), many
five of the approaches
theoretical approaches considered
show that
the consumer and his/her behavior are at the center of the considerations. The theory ofshow
have been developed without a specific product in mind. The five theoretical approaches plannedthat
the consumer
behaviour [50] and
withhis/her
the core behavior
elements areofatattitude,
the center of the considerations.
subjective norms, perceived Thebehaviour
theory of planned
control,
behaviourand
intention [50]behaviour
with the provides
core elements of attitude,
an example subjective
of this. norms, in
As mentioned perceived
Section 1,behaviour
the focuscontrol,
of our
intention
analysis is and
on the behaviour provides
product side. an example
Although, of this.
the concepts As mentioned
“product” in Section
and “user” 1, therelated
are closely focus from
of our a
analysis
model is on the product
perspective side. Although,
in the research the conceptsA“product”
streams considered. and “user”
special product focusare closely related
is required from
to address
a model
the needs ofperspective
our analysis.in the research streams considered. A special product focus is required to
address
The the needs of our
considerations ofanalysis.
[24] with regard to the bioeconomy are useful here. They refer to topic area
The
4 of the considerations
five above-mentioned of [24]priority
with regard
areas, to the bioeconomy
diffusion are useful
of innovations, here. specifically
and focus They refer to ontopic
[55]
area 4 of the five above-mentioned priority areas, diffusion of innovations, and
diffusion theory. Focusing on the acceptance aspect, they refer to the technology acceptance model focus specifically on
[55] diffusion
according to [13]theory. Focusing
and Figure onaddition
4. In the acceptance
to actualaspect,
productthey
userefer
as a to the technology
dependent acceptance
variable, the two
model "perceived
factors according to [13]ofand
ease use"Figure 4. In addition
and "perceived to actualplay
usefulness" product use asrole
a central a dependent
in that modelvariable,
and arethe
two factorsby"perceived
influenced ease of use"
external variables, suchand "perceived
as the usefulness"
age and gender play a central
of a potential role in
user. Both that model
factors determineand
areattitude
the influenced by external
towards the newvariables,
technology, such as the
which age and gender
corresponds of a potential
to an emotional user. Both factors
attitude.
determine the attitude towards the new technology, which corresponds to an emotional attitude.
Figure4.4. Acceptance
Figure Acceptancemodel
modelaccording
accordingto
to[32].
[32].
Together with the perceived benefit, it determines the strength of the user's intention, which
ultimately determines the actual use or adoption of the technology.
3.1.2. Benefit and Simplicity VariablesSustainability 2020, 12, 2186 7 of 22
Together with the perceived benefit, it determines the strength of the user’s intention, which
ultimately determines the actual use or adoption of the technology.
3.1.2. Benefit and Simplicity Variables
In 2015 the United Nations Member States adopted the 2030 Agenda for Sustainable Development
with its 17 UN sustainable development goals (SDGs) (see [56]) and set the starting point for a
significant global societal change. The 17 SDGs include, for example, goals on “no poverty,” “zero
hunger” and “good health and well-being” (goals 1 to 3) as well as goals related to “sustainable cities
and communities,” “responsible production and consumption” as well “climate action” (goals 11 to
13). These goals are also reflected by the buying considerations of sustainability conscious consumers.
In the given context of BB and CE products, it is therefore important to distinguish between different
types of benefits that consumers can enjoy when using sustainable tyres. Therefore, we extend the
model element "benefit" by not only considering the fundamental functional and monetary benefit for
a potential but also the ecological and socio-economic benefit for society. In addition to the simplicity
of use, studies in the various focal areas of our research (e.g., [16] and [25] for environmentally
friendly and CE products and [38] for a related bio-economy area of the automotive industry: biofuels)
demonstrated the importance of an easy purchase process. On this basis, the perceived simplicity
consists of the elements “purchase” and “utilization”.
3.1.3. Moderator Variables
The state of research shows the importance of product information on the perception of sustainable
products (see [28]), for example, in the form of certificates and labels (see [24]). In this context,
ecolabelling is “a voluntary method of environmental performance certification and labelling that is
practiced around the world” [57]. An eco-label “identifies products or services proven environmentally
preferable overall, within a specific product or service category” [57]. As described in more detail
below, specific characteristics are specified in the ISO standards 14020-14024.
Information-based regulation, which encompasses certification schemes, labels, online inventories
and other regulated disclosure practices, is increasingly popular in the environmental domain [58].
The disclosure of product-related information through standard-based labelling can support their
uptake on the market. For example, the EU Ecolabel has greatly helped promote the acceptance for
some product categories [37]. In general, the acceptance of information disclosure schemes is very
much dependent on their credibility and the way the information is deployed [58]. Despite this, a large
number of (private) labels that are not based on standards exists [59]. According to three ISO standards
(ISO 14024-26), type I, II and II ecolabels are distinguished. ISO 14024: 2018 (for Type I, Environmental
Labels), ISO 14021: 2016 (for Type II, Environmental Labelling) and ISO 14025: 2006 (for Type III,
Environmental Declaration).
The importance of product information is visualized by a moderator variable, defined as “a
variable that affects the direction and/or strength of the relation between an independent ( . . . ) variable
and a dependent or criterion variable” [60]. On this basis, the model’s moderator variable refers in
particular to the existence of information and the information’s influence on the perceived benefit and
usefulness of a sustainable product. An important element in this context is the impact of certificates
and labels on the perceived ecological benefit of a sustainable product. Figure 5 summarizes the model
elements. The external variables refer to different consumer typologies.The importance of product information is visualized by a moderator variable, defined as “a
variable that affects the direction and/or strength of the relation between an independent (…) variable
and a dependent or criterion variable” [60]. On this basis, the model’s moderator variable refers in
particular to the existence of information and the information’s influence on the perceived benefit
and usefulness of a sustainable product. An important element in this context is the impact of
Sustainability 2020, 12, 2186 8 of 22
certificates and labels on the perceived ecological benefit of a sustainable product. Figure 5
summarizes the model elements. The external variables refer to different consumer typologies.
Figure5.5. Acceptance
Figure Acceptance model
model for
for sustainable
sustainablephysical
physicalproducts
products(modified
(modifiedmodel
modelbased
basedon
on[13])
[13])
3.2.
3.2. Specific
Specific Acceptance
AcceptanceVariables
Variables
The
Thenewnewelements
elementsof ofour
ourmodel
modelrequire
requirefurther
furtherspecification.
specification.In
Inaddition,
addition,the
theexternal
externalvariables
variables
related
related to the
to the consumers
consumers have to
to be specified. Guided by [25], our analysis included three topicareas
be
haveREVIEW specified. Guided by [25], our analysis included three topic
Sustainability 2019, 11, x FOR PEER 9areas
of 24
(see Figure
(see Figure 6):6):
••As the first item
External
External
highlights,
variables
variables
the focus is on attitudes
regarding
regarding consumer
consumers and
consumer attitudes and
end users. With regard to the demand in
and typologies
typologies (A);
(A);
•companies
Perceivedandproduct
public procurement,
characteristics:the work of
benefits [31]simplicity
and is centralof
from
the our point of
purchase view.
(B); However,
as well as they
• Perceived product characteristics: benefits and simplicity of the purchase (B); as well as
•referInformation
only to BB products in and
on benefits general without
simplicity to providing
specify theamoderator
typology. All aspects(C).
variables with reference to [31]
• Information on benefits and simplicity to specify the moderator variables (C).
refer to these two target groups and not to end users.
Figure6.6.Model
Figure Modelelements
elementstotobe
bespecified.
specified.
As the on
Based first
theitem highlights,
model, the focus
we analyzed is ontopic
the three consumers
areas in and end
detail. users.
The resultsWith regard to thein
are summarized
demand
Table 2. in companies and public procurement, the work of [31] is central from our point of view.
However, they refer only to BB products in general without providing a typology. All aspects with
reference to [31] refer to these two target groups and not to end users.
Based on the model, we analyzed the three topic areas in detail. The results are summarized in
Table 2.impact on market penetration, if consumers do not trust the solution I
Sustainability 2019, 11, x FOR PEER REVIEW concerned. 4 of 24
Price •• Socio-demographic
CE-based solutions consumer characteristics
must not only of BB fuels are
convince functionally, butnot
alsoa good
provide [37]
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