Asymmetric Consumer Responses to Recycled Thermoplastics: The Role of Trust, Risk, and Value Congruence

This study investigates asymmetric consumer responses to recycled thermoplastics, with a focus on the roles of eco-consciousness, sustainability knowledge, perceived concerns, trust, and value congruence. Using survey data from Hungarian consumers, the study applies linear and binary logistic regression analyses to examine how these factors influence brand perception, willingness to pay, and communication preferences. The results show that economic concerns act as a dominant barrier, significantly reducing both brand evaluations and willingness to pay, while functional concerns play a more limited role. Trust in sustainability communication and positive brand perception emerge as strong predictors of willingness to pay, with brand perception showing a stronger effect. Eco-consciousness consistently influences consumer responses, whereas sustainability knowledge demonstrates more selective and context-dependent effects. In addition, consumers show a clear preference for credible, evidence-based communication, while informal and promotional signals are less effective. Overall, the findings highlight the importance of reducing perceived risk, strengthening brand perception, and aligning sustainability communication with consumer expectations to support the adoption of recycled thermoplastics in the automotive industry.