The Consumer Acceptance of Fungal Composite Materials: Insights from Materials Experience

Abstract

The current climate and pollution crises require the development of sustainable alternatives to conventional construction and disposable materials. Fungal composites are promising, sustainable alternatives. Despite increasing commercial interest, their successful market entry depends on their acceptance by businesses and end-consumers. This review examines how consumer’s perceptions influence their acceptance of fungal composites by applying the Materials Experience framework. Consumers expressed predominantly positive sensorial experiences during interaction, evoking positive feelings such as comfort and enjoyment. However, rough or irregular textures raised concerns. Fungal composites also elicited emotions related to interest. The expression of positive emotions increased with additional information about the material, while reducing negative emotions such as doubt and confusion. Although concerns of fungal toxicity and unintended growth were raised, fungal composites were generally perceived as safe. Consumers primarily associated fungal composites with naturalness, sustainability and biodegradability, which was linked to positive feelings about acting sustainably. Furthermore, experiential and symbolic meanings of cosiness, calmness, and craftsmanship were contributed to fungal composites. Performatively, consumers suggested fungal composites mainly for construction-related, interior applications, with durability and performance acting as important motivators. Notably, professional designers and architects were more willing to use fungal composites in professional projects than in personal settings. Overall, fungal composites were viewed positively. The acceptance of fungal composites can be enhanced through risk assessments, safety and quality certifications and labelling, and improvements in the material’s workability, durability, sensory qualities, and homogeneity. Communication of material information, including hands-on experiences, can improve familiarity. Moreover, future research should aim to increase production efficiency, thereby lowering prices and increasing competitiveness. In conclusion, target consumers for fungal composites are environmentally minded, who are willing to pay more for a sustainable alternative, and value innovation, craftsmanship, and natural aesthetics. Crucially, it should be investigated whether stated intentions match consumption behaviour. Research and development must involve diverse stakeholders to ensure representation.