Tailored information on alternative fuels: Segmenting future consumers' preferences for information and communication related to alternative fuels

Increasing emissions in the mobility sector pose a significant challenge for modern society, contributing extensively to climate change. One promising approach to mitigating these emissions is the development of CO₂-based alternative fuels, which can reduce dependence on fossil fuels, such as gasoline and diesel, by capturing and reusing CO₂ emissions. While the technical feasibility of these fuels has been widely studied, limited research exists on consumer preferences regarding how information about alternative fuels is communicated. Understanding communication preferences is essential and critical for designing effective communication strategies that foster public acceptance and adoption, as they shape how individuals process information, form attitudes, and ultimately decide whether to adopt sustainable technologies. To address this gap, an online survey study (N = 215) was conducted to explore laypeople’s perceptions of alternative fuels, focusing on their information needs and communication preferences. The results revealed two distinct consumer clusters with differing expectations for content, channels, and trusted sources of information and communication. One group preferred detailed, science-based information from institutions, while the other favored accessible, practice-oriented content from industry or media. These findings emphasize the need for tailored communication strategies that reflect varying trust dynamics and information preferences. They offer practical guidance for policymakers and industry actors aiming to increase public engagement and acceptance of CO₂-based alternative fuels.