Consumer Perception and Behavior toward Hygiene Tissue Products Containing Conventional and Alternative Fibers, TAPPICon24

This research aims to gather qualitative and quantitative data to understand consumer perception and behavior toward hygiene tissue products containing conventional and alternative fibers (wood, agricultural residues, fibers crops, etc.). Data is collected from consumers through focus groups, choice-based conjoint analysis, surveys, and visual experiments, from market experts (people marketing sustainable products in different industries) through a Delphi method, and from the packaging of these products. Critical knowledge will be generated by contrasting experts' insights and the image and text analysis of attributes displayed on the packaging against consumer perception. This knowledge will produce data-based communication strategies to connect with sustainable-oriented consumers. Preliminary results have indicated that the source and type of raw materials (feedstock) are crucial factors influencing a product's perceived sustainability. Additionally, it was observed how the attributes and visual characteristics of the products can hierarchically convey sustainability. Furthermore, the lack of knowledge and confidence in sustainable products acts as a barrier to their purchase, as they are perceived as having low performance and high prices.

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