Insights into end-users' perceptions and adoption of sustainable cement produced with naturally occurring radioactive material

The cement industry is a significant contributor to global anthropogenic greenhouse gas emissions, accounting for approximately 7% of total emissions. To mitigate these emissions, the use of industrial by-products as substitutes for raw materials in cement production not only reduces reliance on virgin raw materials but also contributes to the circular economy by repurposing waste. Alternative cement, made from secondary raw materials such as naturally occurring radioactive materials (NORM), provides a promising solution for lowering greenhouse gas emissions associated with traditional cement production. However, the public acceptance of such innovations is critical for their successful adoption. This study investigates end-users' perceptions of alternative cements made with NORM-contained by-products across Belgium, Czechia, and Slovenia. We explored how perceived risks and benefits, psychometric risk characteristics, and affective responses influence attitudes towards this sustainable cement. Data were collected through a survey of 1,224 participants, all of whom had recent experiences in building or renovating their homes. The findings reveal significant cross-country differences in how these factors impact attitudes and intentions to use alternative cement. Our results highlight the importance of tailored communication strategies that address specific national concerns and emphasise the most valued benefits in promoting the adoption of sustainable cement alternatives.