D8.15_Report on one consumer survey and product testing and brief

Deliverable D8.15 presents the results of a comprehensive consumer preference analysis conducted under the FuturEnzyme project, targeting three high-impact consumer products: laundry detergents, polyester-based textiles, and hyaluronic acid-based cosmetics. The primary aim of this study was to evaluate how European consumers respond to sustainability-related innovations in these product categories, particularly focusing on their willingness to pay (WTP) for specific environmental attributes.The study employed a Choice Experiment (CE) methodology based on a structured and validated workflow developed by the project partners. Three separate surveys—one for each product category—were developed using standardized experimental designs and disseminated across multiple European countries. The detergent survey engaged 304 participants through open-access distribution, while the textile and cosmetic surveys gathered 1031 and 1019 responses respectively through structured and demographically balanced consumer panels. Each product was described by a combination of conventional and sustainability-related attributes, covering areas such as packaging, ingredient origin, energy or water use, emissions, microplastic release, and recycled content. Respondents evaluated trade-offs between these attributes through choice sets, enabling estimation of their WTP for each feature.Across the three product types, the results consistently showed a strong valuation of sustainability-related improvements. For detergents, attributes such as reduced plastic use and renewable surfactants received higher WTP than even product performance features like stain removal. For textiles, a 50% recycled fibre content and reductions in energy and microplastic emissions were most valued. In cosmetics, refillable packaging and carbon-neutral production were among the top-valued attributes, along with biodegradable and bio-based ingredients. Sociodemographic segmentation revealed differentiated patterns of preference, including gender-based and age-related variations, although these varied across product categories.Importantly, the study found differences between stated and revealed preferences. Survey responses often emphasized product effectiveness and price, while choice behaviors in the CE highlighted a stronger emphasis on sustainability. This divergence underscores the complexity of consumer decision-making and the value of using CE to capture latent drivers of choice.The results presented in this document, thereby, provide actionable insights into how sustainability features influence consumer decision-making in the detergent, textile, and cosmetic sectors, with potential implications for product design, marketing strategies, and R&D planning.