On 15 April 2026, BIO-SUSHY joined the PFAS-FREE webinar by Belgium Builds Back Circular, where over 90 participants discussed updates in PFAS alternatives and innovation.
The webinar offered a platform for EU projects, researchers, and policymakers to discuss the shift toward PFAS-free solutions. BIO-SUSHY highlighted the significance of social acceptance and market uptake.
Understanding consumer acceptance of PFAS-free alternatives
During the webinar, BIO-SUSHY partner ZSI – Centre for Social Innovation gave the following presentation:
“Consumer Acceptance of PFAS Substitutes: The case of BIO-SUSHY”
The presentation emphasized the need to integrate societal perspectives into developing innovative materials, consistent with the project’s Safe and Sustainable by Design (SSbD) approach.
Within BIO-SUSHY, social acceptance is a core component that connects:
- Technology development
- Regulatory dynamics
- Market entry and uptake
This is implemented through tools such as:
- Social Life Cycle Assessment (SLCA)
- Value chain analysis involving multiple stakeholders
- Willingness-to-Pay (WTP) studies to indicate market readiness
Key insights from the willingness-to-pay study
A central part of the presentation covered BIO-SUSHY’s consumer survey in Austria, Belgium, Spain, and the UK, which assessed awareness and acceptance of PFAS-free solutions.
The findings reveal several key trends:
- Limited public awareness of PFAS, highlighting the need for clearer communication
- High importance placed on health and safety, performance, and recyclability when selecting coated products
- Moderate willingness to pay more for safer and more sustainable alternatives
- Key barriers include concerns about higher prices, product performance, and trust in PFAS-free claims.
Overall, the findings indicate that although there is growing market readiness for PFAS-free coatings, consumers still require clear, credible information and assurances about product safety and effectiveness to build confidence and encourage adoption.
Bridging innovation and market uptake
The BIO-SUSHY approach goes beyond technical development by actively addressing the societal dimension of innovation.
The results presented confirm that:
- Performance remains a decisive factor for consumers.
- Transparent communication and credible validation are essential.
- Social acceptance can be a key enabler for scaling PFAS-free solutions.
This supports BIO-SUSHY’s broader goal to deliver safe, sustainable, and market-relevant coating technologies for sectors including food packaging, textiles, and cosmetic packaging.
Contributing to the PFAS-free transition
The PFAS-FREE webinar also shared updates on EU regulatory developments, ongoing research, and challenges in replacing PFAS in various applications.
BIO-SUSHY’s contribution reinforced the importance of combining:
- Technical innovation
- Sustainability assessment
- Social acceptance and consumer insights
to ensure a successful transition to PFAS-free materials in Europe.
Looking ahead
BIO-SUSHY will continue to contribute to PFAS-free innovation, supporting the development of solutions that are technically viable, accepted, trusted, and adopted by society.
Download the ZSI presentation on willingness-to-pay here.
