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The current development of nanotechnology responds to climate change, sustainability issues, the energy crisis, and the need to improve the quality of life. The question, however, is what are the societal impacts and public acceptance of nanotechnology? To explore this, a pilot cross-sectional study was conducted in the Czech Republic. The main objective of this study is to discuss consumers' willingness to pay for products containing nanotechnology. A sub-objective is to present the results of a pilot cross-secti...