“…Such situations may also occur within businesses when future benefits of material innovations clash with current implementation costs of new materials (Ulewicz et al, 2013;Ulewicz et al, 2014) or technologies (Dudek et al, 2017;Kuciel et al, 2019). Facilitation may come from commonly used methods of making products or services more attractive (Skalska-Cimer and Kadłuczka, 2022), long-known in the civilian building industry (Shcheviova, 2022;Malewczyk and Czyż, 2022), urban environmental engineering (Ściężor, 2022), as well as in education (Radek et al, 2023). These are significant factors in the acceptance of costly environmentally sustainable solutions (Marchwiński, 2021).…”