Media Coverage of Novel Sustainable Products in Portugal: Representations of Bioplastics in the News / Cobertura mediática de productos sostenibles nuevos en Portugal: representaciones de los bioplásticos en las noticias

Bioplastics offer a promising alternative to conventional plastics, reducing environmental impacts and dependency on fossil resources, and promoting the transition to the circular economy. However, their success depends heavily on consumers’ acceptance, which is often shaped by how the media portray these products. This study examines how bioplastics have been represented in Portuguese media and how these narratives may influence consumer beliefs and acceptance. A total of 133 online news articles from major Portuguese outlets with mentions to bioplastics, published between 2010 and 2024, were identified. This resulted in 650 coding units with specific mentions to bioplastics that were coded by two independent judges into five categories: definitions, types/feedstocks, uses, properties, and impacts of bioplastics. Overall, media coverage emphasised positive impacts and properties of bioplastics, while also highlighting challenges, such as production issues and limitations in replacing conventional plastics. Misconceptions often stemmed from confusion around biodegradability, reinforcing false beliefs that bioplastics can naturally degrade in the environment. Future communications should promote an alignment between industry and consumers’ conceptualisation of biodegradability, clarifying bioplastics definitions, characteristics, and benefits.