## 5 Adoption Potential of Bio-Based (Active) Packaging along the Value Chain  
Active packaging based on biopolymers is identified as the more sustainable alternative compared to conventional packaging. In addition, the integration of natural additives has positive effects on the quality and shelf life of the packaged product [39; 329; 330]. However, in order to be successful in the market, this innovative concept needs to be adopted along the whole agricultural food value chain [331; 332]. More specifically, farmers need to collect, process, and deliver raw materials such as annual plants (e.g., miscanthus) or residues from agricultural production (e.g., sugarcane bagasse) [333]. The packaging industry must adopt renewable resources as raw materials and might also need to adjust their production processes for the application of bio-based and/or biodegradable polymers as a packaging core matrix and to integrate natural additives into the packaging materials. Food companies need to be willing to pay more for the material to pack their products, and the consumer needs to accept the concept of bio-based active packaging [334; 335]. As the implementation of active packaging based on bio-based polymers entails several changes for farmers, industry, and consumers, the remaining section reviews extant studies exploring the adoption decisions of these value chain actors. Existing literature looking at the adoption behavior of farmers finds that these value chain actors are generally skeptical towards innovations related to the bioeconomy. Therefore, monetary incentives and assistance with the novel practices and processes might be necessary [336]. In addition to farmers, food processing companies might also serve as the provider of by-products as raw materials to produce active bio-based packaging. However, there is currently a lack of research regarding the adoption decisions of managers in those companies. Today, a growing number of farmers are interested in adopting practices to valorize by-products [337]. Therefore, these farmers need to be targeted by policy initiatives and could then serve as opinion leaders to positively influence the adoption decisions' of their communities [338; 339]. Focusing on industry representatives such as packaging producers and food companies, exploratory studies identify several factors driving their adoption decision. First of all, the market prices and the availability of renewable resources for the production of bio-based polymers and natural additives are relevant for the adoption decisions of packaging producers [334]. Moreover, relevant policy instruments need to be implemented to foster research and development of bio-based polymers with natural additives (e.g., subsidies) or even to ban conventional (multi-layer) plastics [14; 334; 340]. This would increase the competitiveness of bio-based and/or biodegradable packaging with conventional plastics [334]. However, even when policy instruments are in place, the level of consumer demand is the most important factor driving the adoption decision of industry representatives [340]. Consumer studies indicate that the final actors in the value chain have both positive and negative associations with bio-based products. They may misunderstand the concept of 'bio-based' [341; 342; 343]. However, the majority of consumers seem to believe that sustainable packaging is important and useful [344]. Moreover, results of two studies provide evidence that bio-based packaging seems to increase the preferences for the packaged product [345; 346]. In fact, empirical results from a discrete choice experiment indicate that consumers are willing to pay a price premium for bio-based plastic packaging [335]. Considering the calculations by [PERSON] et al., this price premium even covers the additional costs for bio-based and/or biodegradable plastics compared to conventional materials [39]. Food companies could therefore switch to bioplastic packaging without expecting any lost profits [335].