Exploring the impact of awareness on public acceptance of emerging energy technologies: An analysis of the oil palm industry

Abstract

The adoption of renewable energy technology and the resolution of sustainability challenges hinge on public acceptance. This study explored the public's acceptance of power generation utilizing recycled oil palm waste, a nascent and innovative technology, to discern the impact of increased public awareness on the approval of potentially contentious scientific technology. Through a combined conjoint survey and information treatment experiment, participants from three Northeast Asian countries, Japan (n = 1513), China (n = 1565), and South Korea (n = 1514) were randomly exposed to various sets of potentially controversial information. Results indicated that the public's acceptance of this technology was comparable to solar power in Japan and South Korea and surpassing other energy sources in China at a general knowledge level. The findings reveal that acceptance was higher at a general knowledge level as opposed to when participants were more informed, though well-informed participants did not necessarily reject the emerging controversial technology. Raising public awareness about palm oil generally reduced acceptance of the utilization of recycled oil palm waste. Public support increased with multiple pieces of information rather than single pieces of information. Unexpectedly, the information provisions increased public support of other non-fossil fuel sources such as nuclear and solar power. These results suggest that the nature and volume of information significantly impact public support, and that the public engages in careful deliberation before making decisions.