Effects of information strategies on public acceptance of nuclear energy

Abstract

This study identifies the predictors of public acceptance of nuclear power plants. A comparative study of two types of information strategies, namely, interest focused and technology focused, is conducted to examine the decision-making process involved in the formation of nuclear power perception. Empirical results show that environmental concern and energy shortage belief are the key determinants of psychological perception and public acceptance. Innovatively, the respondents in the interest-focused group exhibit a lower acceptance level and fewer perceived benefits but more perceived risks than those in the technology-focused group. The technical information strategy can overcome the disadvantages of the interest-focused strategy by strengthening the negative effects of energy shortage belief and environmental concern on perceived risks and increasing people's openness to nuclear power plants. The belief–perception–attitude model from theory of planned behavior and the protective action decision model emphasizes the scientific value of external information and internal psychology to attitude changes. Thus, nuclear power plant managers are encouraged to promptly release professional messages and use a technical information strategy to win public support.