Public acceptance of renewable energy technologies from an abstract versus concrete perspective and the positive imagery of solar power

Public acceptance and perception of renewable energy sources are key factors for successfully accomplishing an energy transition. In this light, developing effective policy and communication measures necessitates understanding how people perceive energy systems. Accordingly, the present study aimed to shed light on people's imagery of solar power, one of the renewable energy sources with the highest potential. Results revealed that almost unanimously people associate solar power with highly positive imagery and that visual characteristics are especially prevalent. The successful realization of renewable energy projects requires policymakers to draw on reliable data about public acceptance of renewables. In response to this need, the present study examined whether assessing public acceptance of renewables on a more concrete level (i.e., by addressing drawbacks) can result in a different, more reliable acceptance rating than assessment on an abstract level, as done at present in opinion polls. Results showed that people do not think about drawbacks related to renewables when they consider it from a general, more abstract, perspective. However, when downsides are specifically addressed, people integrate these into their evaluation, thus diminishing acceptance. Even the highly positive imagery of solar power is relativized and acceptance decreases. These findings have several important implications for policymakers.