4103 - SHAPING SOCIAL ACCEPTANCE: WHAT STAKEHOLDERS BELIEVE ABOUT BIO-BASED MATERIALS AS BARRIERS OR DRIVERS FOR THEIR ADOPTIO

Session: 4100 - FROM RESISTANCE TO EMBRACE: SOCIAL-PSYCHOLOGICAL PATHWAYS TO SUSTAINABLE TECHNOLOGIES ACCEPTANCE
AUTHORS:
Milani Alessandro (Department of Psychology of Developmental and Socialization Processes, Sapienza University of Rome, Italy ~ ROME ~ Italy) , Nuccio Ludovico (Department of Engineering "Enzo Ferrari", University of Modena and Reggio Emilia, Italy ~ Modena ~ Italy) , Cataldi Silvia (Department of Psychology of Developmental and Socialization Processes, Sapienza University of Rome, Italy ~ ROME ~ Italy) , Talamo Alessandra (Department of Psychology of Developmental and Socialization Processes, Sapienza University of Rome, Italy ~ ROME ~ Italy) , Bonaiuto Marino (Department of Psychology of Developmental and Socialization Processes, Sapienza University of Rome, Italy ~ ROME ~ Italy)
Abstract text:
The transition toward sustainable bio-based materials is central to addressing Europe's
environmental, societal, and economic challenges. The EC Horizon NEXT-STEP
project (n. 101157081) aims to develop socially accepted and economically viable bio
based chemical platforms and polymers in this context.
The present research adopts a mixed-method approach to identify and engage relevant
stakeholders to support this effort. The first study identified and assessed a sample of
431 stakeholders through ex-ante strategies (e.g., desk research, expert workshops) and
ad-hoc assessments provided by 22 internal experts. These stakeholders served as the
basis for a web-based snowball sampling procedure, tracking their hyperlink
connections to identify further relevant actors. All stakeholders were classified
according to the Quintuple Helix model (Academy, Business, Government, Community,
and Media) and positioned within a Power-Interest Matrix. The resulting large-scale
hyperlink network revealed distinct clusters of highly connected stakeholders, offering
strategic insights for targeting engagement efforts.
Building on this foundation, a second qualitative study involved semi-structured
interviews with a selection of mapped stakeholders to investigate perceived barriers and
facilitators to the social acceptance of NEXT-STEP's final products (e.g., bio-based
foams, shoe soles, insulation materials). Adopting the theoretical lens of the i-SETA
model, the results highlighted beliefs distributed across three domains: technological
features (e.g., technology performance), contextual beliefs (e.g., presence/lack of
institutional support), and social-psychological characteristics of the adopters (e.g.,
biospheric values).
These findings offer actionable insights for designing engagement strategies that
address stakeholder-specific concerns and leverage key motivational drivers.
While web-based mapping may overlook offline relationships, combining it with
qualitative insights enables a more profound, belief-driven understanding of stakeholder
dynamics. Together, the two studies support an inclusive and evidence-based
framework for enhancing the social acceptance of sustainable bio-based technologies.