What drives public acceptance of sustainable CO2-derived building materials? A conjoint-analysis of eco-benefits vs. health concerns

Abstract

To reduce CO2-emissions following global and national climate protection plans, the deployment of Carbon Capture and Utilization technologies (CCU), where CO2-emissions can be captured and used as raw materials to produce valuable products, is driven forward. Thermal insulation boards are a CO2-derived product option based on polyurethane plastics, which are used for the thermal insulation of building envelopes. Despite their importance for a CO2reduction in the building sector, the public perception and acceptance of CO2-derived products also need to be considered as decisive factors for a successful deployment of CCU. In this study, perceptions, acceptance levels and a multicriteria-decision-analysis based on the conjoint analysis approach among potential customers were assessed. Findings revealed an overall positive perception and positive acceptance levels of CO2-derived insulation boards. The main impact factors on purchase decisions were perceived health concerns and concerns about environmental damage during the production or the disposal of insulation boards. Acceptance profiles of two subgroups were identified, in which health aspects and environmental aspects influenced the acceptance decisions. The results contribute to a better understanding of the public response to the development of sustainable technologies and products and to better align their development and communication with the requirements of the population and future consumers. The knowledge can be used to inform science and industry at an early stage about factors relevant to acceptance so that technology development and product roll-out can be optimized not only based on technical, economic, and ecological parameters but also integrating key acceptance parameters.