Modeling public acceptance of renewable energy deployment: a pathway towards green revolution

Renewable energy adoption is a complicated process that is influenced by a multitude of different factors. Previous studies seldom examine the social acceptance of renewable energy from the Chinese perspective in Shandong province. To bridge this gap, comprehensive research is crucial to find the public attitude towards renewable energy. We extended the theory of planned behavior by incorporating three additional factors, i.e., risk perception, environmental concern, and belief about renewable energy costs. A questionnaire survey was conducted in the four major cities of Shandong province. The Logit model was used to determine possible factors affecting public acceptance. Research findings reveal that residents significantly support renewable energy regarding its positive environmental impact. Individuals’ education, personal income, awareness and belief of renewable energy consumption cost positively affect their intention to utilize renewable energy, as the willingness to pay increases with an increase in these factors while decreasing with individuals’ age. Young people with higher education and income are willing to pay extra for green energy. Research results emphasized the importance of enhancing public awareness and highlighting renewable energy benefits to win public acceptance of renewable energy deployment.