Summary and Keywords
Public opinion plays a central role in determining the feasibility of efforts to transform energy systems in the coming years, yet scholarship on communication effects and public opinion about clean energy and energy efficiency seems to have expanded only relatively recently. There is a growing body of work that explores how targeted and strategically framed messages affect individuals’ beliefs and motivations to act on matters affecting household energy choices as well as energy policies. One must attend particularly to the principal communication-based factors that shape the public’s understanding of clean energy sources and promote efficiencies in energy use. To better understand the communication vehicles for improving both household energy efficiency and conservation, two research foci are most relevant: (1) field experiments that primarily assess how household energy consumption shifts after receiving energy consumption reports and (2) surveys/laboratory experiments that focus on the nuances of energy-related communications, paying particular attention to the role of politics and ideology. This bimodal classification of clean energy and efficiency communication research genres is not exhaustive but can be synthesized into two major contributions. First, providing households with information about specific benefits that would result from a greater reliance on clean energy may increase support for its development and move individuals toward energy efficiency outcomes; however, exposure to counter-messages that emphasize costs associated with clean energy and the associated policies can negate the effects of pro-clean energy messages. Second, there is still no reprieve from the politicization of energy, and thus the role of partisanship and motivated reasoning must be accounted for when assessing how individuals modify their decision-making processes regarding energy efficiency.
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