Beliefs and attitudes influence social acceptance of mitigation and adaptation energy technologies: the role of norms and emotions

Introduction: New sustainable energy solutions are essential for mitigating the effects of climate change (e.g., renewable energies such as solar energy) and facilitating adaptation (e.g., geoengineering). In recent years, the energy sector has seen a surge of studies on the social acceptance of these technologies, making it imperative to integrate research into a cohesive viewpoint to take advantage of the cumulative knowledge in the field. Starting from the literature and two series of meta-analyses investigating the main social-psychological antecedents of social acceptance of sustainable energy technologies, two studies, respectively a survey (Study 1) and an experiment (Study 2), are developed. Aims and methods: Study 1 investigates - through different methodological approaches - the impact of social-psychological (personal norm), contextual (social norms), and technological (emotional response) beliefs on attitudes (acceptability) to promote subsequent behavioral intentions (acceptance), highlighting similarities and differences in the acceptance process of mitigation and adaptation technologies. Study 2 investigates - through an experimental design - how deviance from social norms related to energy behaviors influences our emotional sphere and how subsequently these emotions guide our energy behaviors. Results: Study 1 highlights the primary role of norms (moral and social) and emotions in predicting acceptability and acceptance toward both mitigation and adaptation technologies. Furthermore, is underlined the focal role of acceptability as the main predictor of acceptance. Study 2 reveals how the influence of social norms on energy behaviors seems to be conditional on the norms’ deviance/conformity impact on people's emotional sphere. Deviating from or conforming to norms, as well as experiencing negative or positive emotions conduct to different behaviors. Conclusions: The results improve the understanding about beliefs’ influence on the social acceptance of renewable energy technologies, to strengthen efforts against climate change. This knowledge bears applied implications in terms of possible interventions capable to manage the relevant beliefs.