Environmental identity predicts willingness to engage with a new government sustainability scheme

A global transition to renewable energy is critical to addressing climate change. To support the renewable energy transition, a new government scheme in Australia (Solar Sharer) offers three hours of free electricity midday. It aims to make solar generation more equitable and to avoid overloading the grid. However, little is known about the public knowledge and perceptions of the scheme, and the psychological drivers of willingness to engage with it by opting into a Solar Share tariff and shifting electricity use to midday. Our study (N = 200) provides insights into pre-introduction consumer perceptions of Solar Sharer and their willingness to opt into Solar Sharer and shift power use to midday. After controlling for individual and household characteristics, environmental identity emerges as a unique predictor of intentions to switch tariffs but not of intentions to shift use. Participants like the potential cost savings, environmental and equity aspects of Solar Sharer but question scheme logistics, such as the hours during which it will be available. These findings help identify psychological determinants of engagement with a major governmental energy initiative and offer practical recommendations for governmental messaging when introducing such schemes. More broadly, the findings highlight the importance of environmental identity in shaping public uptake of behavioural interventions supporting the renewable energy transition.