Consumer perspectives on CCU-product applications

Main Presenter:    Alena Jahns 

Co-Authors:   Mara-Michelle Wagner     Mariangela Vespa      Pantea Razavi                                    

Carbon Capture and Utilization (CCU) is a pivotal technology for mitigating hard-to-abate CO₂ emissions to reach climate neutrality and mitigate the climate crisis. Particularly for the chemical industry, CCU is instrumental in securing sustainable carbon sources to meet future demand. By capturing CO₂ from emissions in waste and wastewater treatment and electrochemically converting it, for example, into formic acid, CCU technologies enable the closure of the waste(water) carbon loop. CO₂-derived formic acid can be applied in the production of valuable green consumer products, such as cleaning detergents and leather apparel. Yet, a deeper understanding of consumer needs and acceptance factors is essential for user-centered product design and successful market uptake.
Within the Horizon Europe project WaterProof, this study employs a mixed-methods approach to investigate consumer attitudes towards CCU-based products. The methodology combines interviews in the Netherlands to identify the consumers’ needs and priorities; online consumer surveys across three countries (Netherlands, Germany and Colombia,) to assess cross-cultural perceptions towards CCU-based cleaning products; and focus group interviews to explore nuanced acceptance factors.
The survey results reveal a positive attitude toward CCU-based cleaning products, with consumers expressing willingness to purchase CO₂-derived cleaning agents. However, uncertainty persists regarding product characteristics, such as expected product quality, most likely due to low familiarity with CCU technologies. This ambivalence underscores the need for targeted consumer education and transparent communication. Despite the current low familiarity with CCU among consumers, the percentage of survey participants perceiving environmental or health related risks is low, suggesting that risk perception is not a primary barrier. Instead, trust towards labels and brands emerges as a pivotal factor in the interviews, emphasizing the importance of credible information sources, transparent product labeling, and corporate accountability in shaping acceptance.
This study advances product life cycle innovation by elucidating the social dimensions of CCU-based product acceptance, offering actionable insights for industry and policy. Our findings underscore the importance of tailored communication about CCU and product sustainability, accessible packaging information and trust building. By addressing these factors, producers and policymakers can design targeted strategies that align with diverse public priorities and informational needs. The conclusions from surveys across three different countries address regional differences in tailoring consumer communication for different markets. Ultimately, this work bridges technological innovation with social sustainability, demonstrating how understanding public perceptions can accelerate the integration of CCU products into sustainable value chains and contribute to a more inclusive circular economy.

©2026 Forum for Sustainability through Life Cycle Innovation e.V. | Contact Us | Legal Info

CONTACT US

If you would like to get in touch with us, please feel free to send us a message. Thank you very much in advance.

Sending

Log in with your credentials

or    

Forgot your details?

Create Account