Message Framing and Attitudes Toward Green Gas Facilities in Rural Communities of The Netherlands

Mathilde van Dijk, Annet-Jantien Smit and Jan-Peter Nap

SAGE Open, 2023, vol. 13, issue 3, 21582440231188922

Abstract: Green gas is an attractive option for a local energy transition to combat climate change, notably in rural communities. As local initiatives require local acceptance, the study used a questionnaire methodology to capture opinions and intentions toward green gas in a panel of rural respondents ( N  = 403) and evaluated the green gas message framing to help improve communication strategies. This survey experiment used four frames in a 2 × 2 setup: an energy value core frame of responsibility for nature versus autonomy and a focus frame emphasizing the collective ( i.e. , the community) versus the individual (i.e. , the household). Our findings highlight that the association with sustainability proves vital for a positive assessment of green gas, but its affordability is an issue. Moderated mediation analysis showed that subjective knowledge moderates between frames and intentions toward green gas: responsibility for nature contributes significantly, but only in the collective focus frame. These results are valuable in creating effective communication strategies about green gas adoption in the future.

Keywords: communication strategies; energy transition; green gas; message framing; sustainability (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:13:y:2023:i:3:p:21582440231188922

DOI: 10.1177/21582440231188922

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