When Natural Isn't Sustainable Enough: Consumer Impressions of Biomaterial Bacterial Cellulose and Implications for FCS Educators

Consumers are increasingly willing to pay more for sustainably produced goods, yet many find these alternatives too costly and less effective. The fashion industry struggles to balance sustainability and performance, particularly in textiles, where synthetic fibers dominate. Education is key to informed consumer choices, and biomaterials, like bacterial cellulose (BC), offer promise as sustainable textiles. In the survey, consumer impressions of a BC ottoman compared to leather alternatives were explored, revealing that while BC was perceived as natural, it is also seen as less comfortable and mistakenly thought to be the cheapest. This highlights the need for enhanced consumer education and further development of biomaterials to meet performance expectations.