The use of industrial by-products as substitutes for raw materials in cement production not only reduces raw material use, thereby contributing to the circular economy, but also offers an avenue for reducing greenhouse gas emissions. This study investigates the perceptions of industry representatives and end-users across Belgium, Czechia and Slovenia regarding alternative cement made with industrial by-products categorised as naturally occurring radioactive materials. Based on 66 interviews, three main concerns were discerned: health, performance, and economic. Health concerns varied across countries, whereas performance and economic concerns were consistent. Health concerns can be mitigated by fostering trust in authorities. Performance concerns can be addressed through certification and practical examples. Economic concerns arising from the perceived higher costs connected to sustainability and lack of urgency for immediate change can be mitigated through incentives and regulations. This study informs communication and policy strategies tailored to address stakeholders' specific concerns in each country.
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