Abstract
This paper examines how origin and process cues influence consumer processing and prefer-ences for bio-based innovations. These innovations are characterized by a duality of perspec-tives laying in their origin in biological materials (e.g., algae, banana) and the technical pro-cesses (e.g., lab made, 3D printed) through which they are developed. The grounded cogni-tion theory of desire suggests that such cues shape consumer processing. Three experimental studies examined how consumers process bio-based innovations communicated as plant-based (origin cue) or engineered (process cue). Results reveal that origin cues positively in-fluence consumer perception due to consumer processing that links bio-based innovations communicated with an origin cue to nature. However, this preference is attenuated for prod-ucts that are body-distant, i.e., not worn or used close to the body. These findings have sever-al implications for practitioners seeking to develop and market bio-based innovations.