Modeling public acceptance of renewable energy deployment: a pathway towards green revolution

Abstract

Renewable energy adoption is a complicated process that is influenced by a multitude of different factors. Previous studies seldom examine the social acceptance of renewable energy from the Chinese perspective in Shandong province. To bridge this gap, comprehensive research is crucial to find the public attitude towards renewable energy. We extended the theory of planned behavior by incorporating three additional factors, i.e., risk perception, environmental concern, and belief about renewable energy costs. A questionnaire survey was conducted in the four major cities of Shandong province. The Logit model was used to determine possible factors affecting public acceptance. Research findings reveal that residents significantly support renewable energy regarding its positive environmental impact. Individuals’ education, personal income, awareness and belief of renewable energy consumption cost positively affect their intention to utilize renewable energy, as the willingness to pay increases with an increase in these factors while decreasing with individuals’ age. Young people with higher education and income are willing to pay extra for green energy. Research results emphasized the importance of enhancing public awareness and highlighting renewable energy benefits to win public acceptance of renewable energy deployment.

Keywords:

• Renewable energy
• public acceptance
• consumer attitude
• willingness to pay
• China

JEL classification:

• C12
• C31
• D22

Disclosure statement

No potential conflict of interest was reported by the author(s).

Author contributions

M. Ali: Conceptualization, writing—original draft. M. I.: Conceptualization, writing—original draft. I. Ozturk: Writing review and editing. A. Rauf: variable construction, methodology, formal analysis, data handling, Writing review and editing.

Institutional review board statement

The Institutional Review Board of Ilma University (Protocol code number: 436-2 on 26 April, 2022) has approved the study.

Informed consent statement

Informed consent was obtained from all matters belonging to this research study.

Data availability statement

The data supporting to findings of this study are available from the first author upon reasonable request.