Worlds apart? Investigating acceptance and usage demands of carbon-based cosmetics and clothing across European countries

Abstract

Background Global warming and the increasing risk of natural disasters force us all to act. As the reduction of carbon dioxide (CO2) emissions has been proven effective but insufficient on its own, Carbon Capture and Utilization (CCU) technologies emerged to fill the gap. Using CCU technologies, CO2 is captured and further processed into valuable products instead of being emitted into the atmosphere. Method This study investigates the prevailing public perception of such CCU-based products by the example of clothing and cosmetics. We applied the method of conjoint measurement to experimentally examine context-related factors (= attributes) in different usage settings and explored the consumers’ decision profiles for or against the usage of CCU-based products (cosmetics and clothing). Conjoint measurements were realized as an online experiment, addressing acceptance patterns and preferences in four European countries (Germany, Norway, Spain, and Poland). In addition, we assessed general attitudes and affective assessments of the CCU products. A total of N = 828 participants took part in the study, and the international subsamples were comparable. Results Results revealed that health compatibility is the main adoption-driving factor in the decisions for or against the use of the products. Still, attributes like the environmental impact, product quality, and information flow play an important role as well, even though to a lesser extent. Participants from different countries significantly differ in their cognitive and affective evaluations of acceptance-related attributes. Conclusions The outcome provides insights into differences in Pan-European comparison and helps to understand the public motives and country-specific terms of use for CCU-based products, effectively establishing recommendations for policy and governance.