Find the differences and the similarities: Relating perceived benefits, perceived costs and protected values to acceptance of five energy technologies

Few studies have investigated and compared the acceptance of different energy technologies, hence the need to examine a comprehensive model to explain their acceptance. Moreover, little is known about the role of protected values, that is, values that are extremely important and non-negotiable for a person, in the acceptance of different energy resources. In a large mail survey in Switzerland, we investigated the acceptance of five energy technologies, including a number of determinants, such as protected values. Based on our results, we concluded that perceived benefits, perceived costs and protected values were important in explaining the public's acceptance of an energy technology. Moreover, to change the level of acceptance of an energy resource, communication should best focus on its benefits. We found only small differences and mainly similarities between the same predictors of the acceptance of different energy resources. Hence, we can conclude that to explain the acceptance of various energy technologies, one model fits all. (c) 2014 Elsevier Ltd. All rights reserved.