80% of Consumers Want to Buy “Green” Products

Roundtable Discussion was Moderated by Brent Erickson, Consulting Editor of Industrial Biotechnology

New biobased chemicals and materials, and consumer products derived from renewable resources have a smaller carbon footprint and environmental impact than their petroleum-based alternatives. How do consumers around the world view these emerging “green” products and what is driving their commercial growth? These are among the topics discussed in a Roundtable Discussion moderated by Brent Erickson, Consulting Editor of Industrial Biotechnology, a peer-reviewed journal from Mary Ann Liebert, Inc., publishers. The article is available free on the Industrial Biotechnology website.

Participating in the Roundtable entitled “Consumer Attitudes on Renewable and Sustainable Chemicals” were panelists Jenny Cross, Mohawk Industries, Dalton, GA; Steven Devlin, Center for Industrial Research and Services, Iowa State University, Ames; Jack Huttner, Huttner Strategies, New York & Washington, DC; Damien Perriman, Genomatica, San Diego, CA; and Jeremy Xu, DuPont Industrial Biosciences, Palo Alto, CA.

Brent Erickson, Executive Vice President, Industrial & Environmental Section, Biotechnology Industry Organization (BIO), led the participants in a lively discussion of recent survey results related to the desire to purchase and use sustainable materials and products. The surveys reflect the opinions of consumers from North America and China and from one targeted U.S. region.

The panel also explored topics such as consumers’ understanding of the terms used to describe sustainable chemicals, such as biobased, biodegradable, and recyclable. They also discussed what product features are most attractive to consumers, what may influence their buying habits, and critical factors driving market growth now and in the future.

“Opportunities in the global bioeconomy will be seized by innovators and entrepreneurs that have a solid grasp of the shifting scientific, technical, and market landscapes, and IB provides an upfront view for how the industrial biotechnology community is seizing the day,” says Larry Walker, PhD, Co-Editor-in-Chief and Professor, Biological & Environmental Engineering, Cornell University, Ithaca, NY.


Mary Ann Liebert, Inc., publishers, press release,


Biotechnology Innovation Organization (BIO)
Cornell University (USA)
DuPont Industrial Biosciences
Geno (formerly Genomatica, Inc.)
Iowa State University
Mohawk Industries


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