D7.7 Social Awareness Report

The OXIPRO project investigated public attitudes, behaviour and willingness to pay for biotech consumer products, taking into account gender and generational differences. Focus areas included washing habits, eco-friendly home textiles, ocean-safe sun care and marine by-products in food. Although the study is not representative of the general population, its findings are consistent with publicly available data. Surveys and awareness campaigns - especially for Generation Z - have shown that while most consumers are not yet willing to pay more for sustainable alternatives, interest is growing, especially among educated and environmentally conscious people. The study emphasised that effectiveness and value play an important role in consumer decisions.