Consumer reaction to clean energy initiatives: communication strategies for power management providers

Renewable energy projects have generated a substantial increase in political, social and cultural resistance and opposition to energy efficient adaptation. While progressive groups are searching for more democratic pathways to low carbon societies, an increased understanding of interrelationships between power providers and consumers will mitigate resistance and increase acceptance of clean energy implementation. This mixed methods study utilized qualitative interviews (N = 19) to develop 18 measures tested in quantitative analysis (N = 701). Eight-eight percent of respondents agree they support clean energy initiatives. However, there is a greater resistance to clean energy as aging occurs, discretionary income increases, or when identifying with a conservative political ideology. When testing for the dependent variable “I need greater incentives to switch to clean energy” the top significant predictor was “All generations agree clean energy benefits our environment.” When testing for the dependent variable “Cannot find clean energy supplier I trust” the top significant predictor was “The push for clean energy is designed to appease consumers rather than fix the issue.” Logistic regression indicates that those who support clean energy are 99% more likely to consider solar power when it feeds into the electrical grid to decrease reliance on fossil fuels. A structural model captures consumers who are ready to make a major upfront investment, want to capture solar power, see wind power as limitless and want to break free from global sourcing for fossil fuels. Energy providers must communicate clearly, with transparency, to gain the necessary consensus to succeed.