Acceptance profiles for a carbon-derived foam mattress. Exploring and segmenting consumer perceptions of a carbon capture and utilization product

Abstract Carbon Capture and Utilization (CCU) has the potential to limit or reduce atmospheric releases of carbon dioxide (CO2) and replace fossil resource use by providing – among other utilization routes - saleable plastics. Apart from technical, environmental, or economic aspects in the development of eco-innovative technologies such as carbon capture and utilization and its products, the public perception and acceptance of carbon-derived products need to be considered as decisive factors for a successful deployment of carbon capture and utilization. Thus, this study aimed for an investigation of perception and acceptance of a product example (a foam mattress) of carbon capture and utilization among potential customers. Methodologically, an online survey was run to measure the acceptance of carbon-derived products, to segment subgroups, and to analyze the impact of individual factors on perception and acceptance of carbon-derived products. Findings revealed an overall positive perception of the carbon capture and utilization technology and the carbon-derived mattress as product example. Three subsegments of respondents, differing according to their willingness to buy and use a carbon-derived foam mattress, were identified based on individual attitudes and perceptions of carbon-derived foam mattresses. Environmental awareness, risk perceptions (health, sustainability), and socio-demographic factors played an important role in explaining differences among adoption subgroups according to carbon-derived product perception and acceptance. The findings contribute to a deeper understanding of sustainable technology and product acceptance and underline the importance of integrating individual factors into acceptance evaluations. They can be used to inform science and industry about substantial acceptance factors and adoption subgroups before eco-innovative products reach the market. This way, public perceptions can be timely integrated into the product development process of sustainable products and the development of communication strategies.

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