This presentation was delivered within the framework of the BIO-SUSHY project during the PFAS-FREE webinar (April 2026), organized under the Belgium Builds Back Circular (BBBC) initiative. Titled “Consumer Acceptance of PFAS Substitutes: The case of BIO-SUSHY”, the presentation by the Center for Social Innovation (ZSI) explores the social dimension of Safe and Sustainable by Design (SSbD), focusing on how consumer perceptions influence the market uptake of PFAS-free coating solutions. The presentation covers: The role of social acceptance within the BIO-SUSHY project, linking technological innovation with societal and regulatory dynamics The application of Social Life Cycle Assessment (SLCA) and stakeholder-inclusive value chain analysis A Willingness-to-Pay (WTP) study assessing consumer acceptance of PFAS-free alternatives The WTP study is based on a survey conducted across four European countries (Austria, Belgium, Spain, and the United Kingdom) and a representative sample of the general population. It provides insights into: Consumer awareness of PFAS and sustainability-related concepts Key decision-making criteria, including health & safety, performance, recyclability, and sustainability The extent to which consumers are willing to pay a premium for safer and more sustainable products Barriers to adoption, such as concerns about price, performance, and trust in PFAS-free claims The findings highlight that while awareness of PFAS remains limited, there is a moderate but tangible willingness to pay for PFAS-free alternatives, provided that performance is maintained and claims are credible. Overall, the presentation demonstrates the importance of integrating societal, economic, and behavioral insights into the development of PFAS-free innovations, supporting the transition toward safe, sustainable, and market-ready coating solutions.