The clean energy industry faced several challenges in 2012, including the demise of some high profile solar energy firms and concerns around smart grids/smart meters and consumer privacy. Public sentiment about issues related clean energy and the environment, however, has not always reflected developments in the market and in the political sphere. Despite efforts to educate consumers about the benefits of clean energy technologies, attitudes around these topics – which will be key to the proliferation of these technologies into the mass market – are slow or difficult to change.
To gain a better understanding of consumer awareness and attitudes about a variety of key issues, Pike Research conducted a survey of more than 1,000 U.S. adults, asking respondents to provide their level of awareness for key concepts as well as rating their level of support for each. The survey asked consumers to respond with their impressions of the following energy and environmental concepts:
- Solar energy
- Wind energy
- Clean coal
- Nuclear power
- Hybrid vehicles
- Natural gas cars
- Biofuels
- Electric cars
- Smart grid
- Smart meters
- Carbon offsets/credits
- Cap and trade
- LEED certification
This Pike Research white paper presents all of the survey responses as a basis for comparing consumer views of 13 energy and environmental topics to one another, and for gauging how those views have changed over time. In addition to favorable and unfavorable opinions, the number of respondents unfamiliar with a concept is also considered to compare the level of consumer awareness within each topic. The study includes charts summarizing the survey results, along with commentary on notable trends and patterns for each area.
Key Questions Addressed
- How do consumer impressions vary among various clean energy, clean transportation, smart grid, carbon management and building efficiency concepts?
- Are consumers more in favor of hybrid, electric, or natural gas vehicles?
- How do consumers perceive carbon management concepts?
- How familiar are consumers with LEED certification?
- Which energy & environmental concepts are favored most by consumers?
- Which energy & environmental concepts received the most unfavorable responses?
- Which energy & environmental concepts are the most unfamiliar to consumers?
- How do consumer attitudes toward each of the energy and environmental topics vary by demographic and behavioral traits?
- How have consumer attitudes toward clean energy technologies and topics shifted over time?
Who needs this report?
- Utilities
- Solar power industry
- Wind power industry
- Coal power industry
- Nuclear power providers
- Vehicle manufacturers
- Smart grid and smart meter companies
- Systems integrators
- Carbon management companies
- Green building certification providers
- Consumer advocacy groups
- Industry associations
- Government agencies
- Investor community
Table of Contents
1. Executive Summary
1.1 Introduction
1.2 Key Findings
2. Clean Energy
2.1 Solar Energy
2.2 Wind Energy
2.3 Clean Coal
2.4 Nuclear Power
3. Clean Transportation
3.1 Hybrid Vehicles
3.2 Electric Cars
3.3 Natural Gas Vehicles
3.4 Biofuels
4. Smart Grid
4.1 Smart Grid
4.2 Smart Meters
5. Carbon Management
5.1 Carbon Offsets/Credits
5.2 Cap and Trade
6. Building Efficiency
6.1 LEED Certification
7. Summary and Conclusions
7.1 Clean Energy
7.2 Clean Transportation
7.3 Smart Grid
7.4 Carbon Management
7.5 Building Efficiency
8. Table of Contents
9. Table of Charts and Figures
10. Scope of Study, Survey Methodology
List of Charts and Figures
- Favorable Impressions of Energy and Environmental Concepts, United States: 2012
- Unfavorable Impressions of Energy and Environmental Concepts, United States: 2012
- Neutral Impression/No Opinion of Energy and Environmental Concepts, United States: 2012
- Consumer Favorability for Solar Energy, United States: 2012
- Consumer Favorability for Solar Energy by Demographic Segment, United States: 2012
- Consumer Favorability for Solar Energy by Behavioral and Political Segment, United States: 2012
- Consumer Favorability for Wind Energy, United States: 2012
- Consumer Favorability for Wind Energy by Demographic Segment, United States: 2012
- Consumer Favorability for Wind Energy by Behavioral and Political Segment, United States: 2012
- Consumer Favorability for Clean Coal, United States: 2012
- Consumer Favorability for Clean Coal by Demographic Segment, United States: 2012
- Consumer Favorability for Clean Coal by Behavioral and Political Segment, United States: 2012
- Consumer Favorability for Nuclear Power, United States: 2012
- Consumer Favorability for Nuclear Power by Demographic Segment, United States: 2012
- Consumer Favorability for Nuclear Power by Behavioral and Political Segment, United States: 2012
- Consumer Favorability for Hybrid Vehicles, United States: 2012
- Consumer Favorability for Hybrid Vehicles by Demographic Segment, United States: 2012
- Consumer Favorability for Hybrid Vehicles by Behavioral and Political Segment, United States: 2012
- Consumer Favorability for Electric Cars, United States: 2012
- Consumer Favorability for Electric Cars by Demographic Segment, United States: 2012
- Consumer Favorability for Electric Cars by Behavioral and Political Segment, United States: 2012
- Consumer Favorability for Natural Gas Vehicles, United States: 2012
- Consumer Favorability for Natural Gas Vehicles by Demographic Segment, United States: 2012
- Consumer Favorability for Natural Gas Vehicles by Behavioral and Political Segment, United States: 2012
- Consumer Favorability for Biofuels, United States: 2012
- Consumer Favorability for Biofuels by Demographic Segment, United States: 2012
- Consumer Favorability for Biofuels by Behavioral and Political Segment, United States: 2012
- Consumer Favorability for Smart Grid, United States: 2012
- Consumer Favorability for Smart Grid by Demographic Segment, United States: 2012
- Consumer Favorability for Smart Grid by Behavioral and Political Segment, United States: 2012
- Consumer Favorability for Smart Meters, United States: 2012
- Consumer Favorability for Smart Meters by Demographic Segment, United States: 2012
- Consumer Favorability for Smart Meters by Behavioral and Political Segment, United States: 2012
- Consumer Favorability for Carbon Offsets/Credits, United States: 2012
- Consumer Favorability for Carbon Offsets/Credits by Demographic Segment, United States: 2012
- Consumer Favorability for Carbon Offsets/Credits by Behavioral and Political Segment, United States: 2012
- Consumer Favorability for Cap and Trade, United States: 2012
- Consumer Favorability for Cap and Trade by Demographic Segment, United States: 2012
- Consumer Favorability for Cap and Trade by Behavioral and Political Segment, United States: 2012
- Consumer Favorability for LEED Certification, United States: 2012
- Consumer Favorability for LEED Certification by Demographic Segment, United States: 2012
- Consumer Favorability for LEED Certification by Behavioral and Political Segment, United States: 2012
List of Tables
- Favorable Impressions of Energy and Environmental Concepts, United States: 2009-2012
- Unfavorable Impressions of Energy and Environmental Concepts, United States: 2009-2012