Who's willing to take the green leap? Consumers' preferences and their willingness to use different carbon capture and utilization products

The accelerating pace of climate change demands decisive action, particularly through technologies that mitigate carbon dioxide (CO2) emissions. Carbon capture and utilization (CCU) technology represents a promising approach requiring both technical optimization and societal acceptance. To achieve this, technology developers must tailor applications to align with the specific needs and expectations of diverse consumers. This study examines how sociodemographic and attitudinal factors shape individuals’ perception of risk and their willingness to adopt various CCU-derived products, such as clothing, cosmetics, aviation fuel, and food. Based on survey data (N = 827), participants were categorized as either Hesitants (42 %) or Enthusiasts (58 %) according to their attitudes towards CCU, technical commitment, risk disposition, and innovation interest. The results show that the perceived risks of CO2-based products are influenced by both demographic and attitudinal variables, with the latter being the strongest predictor of willingness to use products across categories. Among all applications, aviation fuel was perceived as offering the most notable environmental benefits with the lowest health-related risks. By integrating behavioral insights into the evaluation of CCU technologies, this research provides a nuanced understanding of consumer acceptance processes, emphasizing the importance of aligning technological innovation with user expectations to foster socially embedded and economically viable pathways toward climate neutrality.