Transitioning from a linear to a circular bioeconomic system is crucial for sustainable development. Among political priorities and a thriving bioeconomy, consumer acceptance is vital. This article explores how consumers perceive innovative biobased products, emphasizing attitudes and acceptance. Drawing from established theories and employing a two-stage research approach, it uncovers broad trends and focused insights. Embarking on the shift from a linear economic model to a circular bioeconomic system, this article delves into sustainability—specifically, consumer acceptance of biobased products. Grounded in the Theory of Planned behaviour, the research focuses on attitudes, revealing their complex role in decision-making. In Study 1, factors like contact sensitivity, safety, emotions, and environmental impact interconnect, exposing complex correlations. Study 2 unveils consumer archetypes—rational evaluators, risk minimizers, and fatalistic consumers—emphasizing the role of trust, safety, emotions, and plausibility in shaping attitudes. This nuanced understanding of consumer evaluations serves as a strategic guide for navigating toward a circular bioeconomy. The article urges future research, emphasizing sustained behaviour changes and the lasting impact of marketing strategies, laying the groundwork for a sustainable and environmentally conscious future.