Social media as a driver of the use of renewable energy: The perceptions of instagram users in Iran

Despite political drivers, available solar and wind potentials, and other driving factors, the share of renewable energy sources in Iran's energy mix remains small. Many factors are perceived as barriers to the use of renewable energy sources and therefore influence the willingness of private households in Iran to use this kind of energy. We argue that social media not only plays an increasingly important role in perceptions of various technologies but also influences people's intentions. Therefore, our aim in this study is to understand whether and how social media influences people's intentions to use renewable energy sources. The research sample includes users of Instagram who are interested in and following information being posted on renewable energy sources. The methodology includes the use of a modified version of the extended parallel process model that includes attitude, intention, and trust in social media. The results of structural equation modeling show that the perceived risk of climate change significantly affects respondents' intention to use renewable energies. Also, perceived selfefficacy has a significant impact on attitude, intention, and use of renewable energy. Government agencies can increase the likelihood that household energy consumers will use renewable energy by using trusted channels to deliver necessary messages about the harms of using traditional energy and the low cost and ease of using renewable energy.

Automated summary

Despite the potential of solar and wind energy in Iran, the share of renewable energy sources in the energy mix remains small due to various barriers. Social media plays an increasingly important role in shaping people's perceptions and intentions towards using renewable energy. Perceived risk of climate change and self-efficacy significantly affect individuals' intention to use renewable energies, highlighting the importance of trusted channels for government agencies to promote the use of renewable energy sources.