Exploring consumer perception and attitudes towards renewable energy with a view to developing best practice for marketing renewable energy

摘要

This study was conducted in County Donegal and the overall purpose is to explore perception andudattitudes towards renewable energy with a view to developing best practice for marketing renewableudenergy in County Donegal as a future source of sustainability.udLiterature from government agencies and international sources was reviewed to establish issuesudsurrounding global warming, sustainability and renewable energy.udThe European Union imports 50 percent of its energy requirements. If no counteractive measures areudtaken within the next 20 to 30 years, this figure will rise to 70 percent.udIreland relies upon imported non-renewable fossil fuels to satisfy around 86 percent of its total energyudrequirement (electricity, heat and transport). There are risks involved with this high reliance on imports,udnamely social and economic consequences and susceptibility to increasing energy prices.udThe Irish climate is well suited to sourcing renewables such as solar, geothermal and biomass. There is audstrong argument for the need to introduce and utilise renewable energy sources globally and locally toudcreate a more sustainable future for generations to come.udThe primary research comprised: a comprehensive survey questionnaire of a representative sample ofudhomeowners who were granted commencement notice by the local authority (Donegal County Council)udfor new house builds in the year 2006; depth interviews with a number of building contractorsudrepresenting micro and small enterprises comprising the six electoral areas in County Donegal.udThe findings of this study indicate that respondents in County Donegal believe that the high cost ofudinstallation of renewable energy products influences the volume of sales of same. Respondents largelyudconsider the current government grant aid available is inadequate in assisting homeowners with theudinstallation of renewable energy systems. Furthermore, there is a high potential for Ireland to improve itsudpromotion of renewable energy sources.