How to enhance public acceptance and intentions towards biodiesel technology: The roles of environmental motivation, trust, and perceived effects

While biodiesel has achieved technical maturity and offers significant environmental benefits, consumer understanding and acceptance remain limited barriers to widespread adoption. This study investigates the key factors influencing consumer acceptance of biodiesel technology in China, with a specific focus on environmental motivations (awareness and self-identity) and trust (in government and project agents). Through analysis of 419 valid questionnaires collected from diverse public locations across multiple regions, this research employs structural equation modeling to examine these adoption dynamics. The results demonstrate that environmental awareness, environmental self-identity, and trust in both government and project agents significantly enhance perceived benefits of biodiesel. Notably, while perceived risk does not moderate the influence of environmental factors, it does weaken the relationship between trust and biodiesel perception effects. These findings provide important theoretical contributions by validating a multidimensional acceptance model, while offering practical guidance for policymakers and industry stakeholders to develop targeted promotion strategies, risk communication approaches, and trust-building measures to accelerate biodiesel adoption and support sustainable energy transitions.