Public support for energy sources and related technologies: The impact of simple information provision

Increasing public awareness and understanding of alternative energy sources and related technologies is an essential component of informed decision-making regarding new options of generating energy for a low carbon future. The current study examined the influence of psychological factors (i.e., pro-environmental beliefs, and subjective norms) and the provision of factual information on public support for a range of energy sources and related technologies. A representative sample of 1907 Australians completed an on-line survey that measured perceptions of a range of climate change and energy issues. Results showed that support for renewables is stronger than support for traditional fossil-fuel based energy sources (i.e., coal or gas) or nuclear energy. The provision of factual information about generation cost and emissions significantly changed support ratings, particularly when cost information was provided. Regression analyses revealed that pro-environmental beliefs were significantly related to support ratings for alternative energy sources. Subjective norms, however, were the strongest positive explanatory factor, suggesting that social mechanisms may be key drivers of support for new and emerging energy sources and related technologies.