Balancing Functionality and Chemical Safety - Preferences for PFAS-free Consumer Products

Abstract The purpose of this study is to examine awareness about and preferences for avoiding PFAS in different consumer products, exemplified by frying pans, outdoor leisure pants and sunscreen. Survey data is collected via a web panel to a representative sample of 2010 individuals living in Sweden. Individual differences in awareness are measured through a short quiz that were answered before the survey questions were introduced, in which respondents were asked to indicate which products that they believe may contain PFAS (in a list of ten different consumer products that all may contain PFAS). Binary logit and mixed logit models are applied to analyse whether respondents reporting that they use these products are willing to pay a higher price for PFAS-free versions. The results indicate that the choice for a PFAS-free product is affected by prior awareness in the case of frying pans and sunscreen. It is further evident that the convenient function of wind- and water resistance is valued highly for outdoor pants. Nevertheless, the relatively high WTPs for avoiding PFAS in all studied consumer products signal to companies whose products contain PFAS to search for alternative and less harmful substances. In other words, our results indicate that it can be profitable to stop using PFAS in manufacturing and clearly signal this to consumers.