Anticipating the dynamics of domestic hydrogen acceptance: empirical evidence from the UK

Joel A. Gordon and Nazmiye Balta-Ozkan

Chapter 10 in The Social Acceptance of Renewable Energy Projects, 2026, pp 196-229 from Edward Elgar Publishing

Abstract: The residential sector presents one of the most pressing decarbonisation challenges, especially within historically gas-dependent nations such as the UK. Compounding this challenge, issues of social acceptance have slowed efforts to advance the residential decarbonisation agenda in the UK context. To date, existing technologies such as heat pumps and smart meters, as well as emerging technologies such as low-carbon hydrogen appliances for heating and cooking, have encountered significant degrees of consumer resistance. Following recent community-level opposition to hydrogen village trials proposed for the North of England, and their subsequent cancellation, this study deepens scholarly understanding of the mechanisms shaping domestic hydrogen acceptance. The analysis presents fresh knowledge on the topic by examining what kinds of associations the UK public has towards hydrogen fuel, which factors critically shape their adoption intention and whether consumer willingness to pay for the transition differs according to specific environmental, economic, and equity-related policies. In addition to presenting insights at the full sample level (N = 1,845), this study offers fine-grained understanding into how perceptions and attitudes differ according to sub-groups of the population. Through comparative analysis across four distinct consumer segments, the results demonstrate that technology and environmental engagement are positive predictors of domestic hydrogen acceptance and adoption potential. In addition, safety and technology performance present the most critical adoption factors at this stage of the transition. While safety is the top-ranking factor and subject to group-specific differences, technology performance and financial costs are perceived relatively homogeneously across consumer sub-groups. As the UK government approaches taking a strategic policy decision on the role of hydrogen in residential decarbonisation, this chapter provides a timely window for better anticipating the dynamics of domestic hydrogen acceptance.

Keywords: Energy transitions; Fuel poverty; Hydrogen homes; Residential decarbonisation; Social acceptance (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035348749
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