Perceptions of PCE use by dry cleaners and dry cleaning customers

Recent studies by consumer and environmental groups have raised questions about Perchloroethylene (PCE) used by over 85% of the commercial dry cleaners in the United States, but classified as a possible or probable carcinogen. Many environmentalists favour replacing PCE dry cleaning with alternative, chlorine-free processes currently under development. However, even if these alternatives eventually provide adequate replacements, some time will be needed to convert technologies in an industry that is dominated by small, family-run businesses. This study examines the possibility of reducing PCE exposure with existing technology, through provision of information aimed at changing dry cleaner and customer behaviour. Dry cleaning customers and dry cleaning store owners and operators were interviewed to identify their mental models of how PCE risks are created and controlled. The interviews with dry cleaning customers revealed little awareness of concerns about PCE. Because few understood the actual dry cleaning process, customers had difficulty understanding the nature of the concern and methods of protecting themselves (other than dry cleaning their clothes less frequently). They did seem to understand, though, that dry cleaning is a chemical process and that some concerns probably exist. The interviews with dry cleaners revealed a much greater level of awareness of concerns and a wide range of related opinions. Most deny that such concerns should be given credence. However, their justifications often rely on anecdotal evidence and incomplete or incorrect assumptions. Most did acknowledge that more advanced technology, economic incentives, and current regulations provide appropriate opportunity and motivation for responsible business practices that minimize or reduce exposure. A communication strategy is derived from these results, relying on dry cleaner and dry cleaning customer education.