A shift towards a bioeconomy is not sustainable per se. In order to contribute to sustainable development, a bioeconomy must meet certain conditions. These conditions have been discussed with respect to technology and also to the importance of ethical aspects. Consumers’ behavior has also been acknowledged. However, consumers still have to choose sustainable consumption options, and this choice depends on their psychological makeup, which can be related to two factors: behavioral costs and individual sustainability motivation. Behavioral costs determine how difficult the consumption of a bio-based product is, relative to other less sustainable consumption options. Sustainability motivation determines how much effort a person is willing to expend for a more sustainable consumption option, for the sustainable use and recycling of a product, or even to refrain from engaging in consumption. In addition, in a complex bioeconomic system, the sustainability of a bio-based consumption option is not always clear cut. After providing an introduction to the systemic and technological background of bio-based products, we present how consumers’ sustainability motivation is an essential and decisive pull factor for a circular sustainable bioeconomy. We also present the drivers of consumers’ sustainability motivation as necessary components of a sustainable bioeconomic system.

向生物经济转变本身并不可持续。为了促进可持续发展，生物经济必须满足某些条件。已经就技术以及道德方面的重要性讨论了这些条件。消费者的行为也得到认可。但是，消费者仍然必须选择可持续的消费选择，而这种选择取决于他们的心理构成，这可能与两个因素有关：行为成本和个人可持续性动机。行为成本决定了相对于其他不太可持续的消费选择而言，生物基产品的消费有多困难。可持续性动机决定了一个人愿意付出多少努力来获得更可持续的消费选择，以实现产品的可持续使用和回收，甚至不参与消费。另外，在复杂的生物经济系统中，基于生物的消费选择的可持续性并不总是很明确。在介绍了生物基产品的系统和技术背景之后，我们介绍了消费者的可持续发展动机如何成为循环可持续生物经济的必要和决定性的拉动因素。我们还将消费者可持续性动机的驱动因素介绍为可持续生物经济系统的必要组成部分。我们介绍了消费者的可持续发展动机如何成为循环可持续生物经济的必要和决定性的拉动因素。我们还将消费者可持续性动机的驱动因素介绍为可持续生物经济系统的必要组成部分。我们介绍了消费者的可持续发展动机如何成为循环可持续生物经济的必要和决定性的拉动因素。我们还将消费者可持续性动机的驱动因素介绍为可持续生物经济系统的必要组成部分。