Comparative analysis of end-users perceptions of the reuse of norm-contained by-products in building materials

The cement industry is the world's third-largest CO2 emitter. Utilising secondary raw materials in cement production offers a viable path for reducing emissions, in line with circular economy principles. However, some industrial by-products, are categorised as NORM, leading to environmental and health concerns due to their accumulation in landfills.
In our study, we aim to understand end-users' perceptions of the use of alternative cement made with NORM-contained by-products in the construction of their dwelling. We target individuals who have built or renovated their house in the last 10 years. Employing CAWI (Computer Assisted Web Interviewing) in Belgium (N=394), the Czech Republic (N=407)
and Slovenia (N=408) we investigate the factors affecting end-users’ perception and intention to use alternative cement through investigating their perceived risk and benefits related to health, financial, performance and environmental aspects. We use psychometric characteristics to further describe end-users’ perceived health risk regarding the use of this
alternative cement. We expect country-specific differences related to the country’s prior experiences with hazardous materials in construction. This study pioneers a comparative examination of end-users' acceptance of naturally occurring radioactive materials in building materials stemming from circular economy practices. These novel insights offer guidance on
communication and policy strategies designed to meet the unique concerns of end-users in each country, aiming to decarbonise the cement and concrete sector.