The clean energy industry continues to be dynamic and evolving. Issues related to the environment and energy elicit strong emotions, and public sentiment varies greatly based on the topic and concept being discussed. In addition to impacting policy, consumer opinion remains a component of the broader debate about the pros and cons of various paths toward a clean energy future, and will be key to the proliferation of these technologies into the mass market.
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:
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. 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?
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
1.3 Comparison to 2009 and 2010 Surveys
1.3.1 Favorable Rating Comparisons
1.3.2 Unfavorable Rating Comparisons
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 Biofuels
3.3 Electric Cars
3.4 Natural Gas Cars
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
- Unfavorable Impressions of Energy and Environmental Concepts
- Percentage of Respondents Unfamiliar with Energy and Environmental Concepts
- Overall Impressions of Solar Energy
- Favorable Impressions of Solar Energy by Demographic Segment
- Favorable Impressions of Solar Energy by Behavioral Segment
- Overall Impressions of Wind Energy
- Favorable Impressions of Wind Energy by Demographic Segment
- Favorable Impressions of Wind Energy by Behavioral Segment
- Overall Impressions of Clean Coal
- Favorable Impressions of Clean Coal by Demographic Segment
- Favorable Impressions of Clean Coal by Behavioral Segment
- Overall Impressions of Nuclear Power
- Favorable Impressions of Nuclear Power by Demographic Segment
- Favorable Impressions of Nuclear Power by Behavioral Segment
- Overall Impressions of Hybrid Vehicles
- Favorable Impressions of Hybrid Vehicles by Demographic Segment
- Favorable Impressions of Hybrid Vehicles by Behavioral Segment
- Overall Impressions of Biofuels
- Favorable Impressions of Biofuels by Demographic Segment
- Favorable Impressions of Biofuels by Behavioral Segment
- Overall Impressions of Electric Cars
- Favorable Impressions of Electric Cars by Demographic Segment
- Favorable Impressions of Electric Cars by Behavioral Segment
- Overall Impressions of Natural Gas Cars
- Favorable Impressions of Natural Gas Cars by Demographic Segment
- Favorable Impressions of Natural Gas Cars by Behavioral Segment
- Overall Impressions of Smart Grid
- Favorable Impressions of Smart Grid by Demographic Segment
- Favorable Impressions of Smart Grid by Behavioral Segment
- Overall Impressions of Smart Meters
- Favorable Impressions of Smart Meters by Demographic Segment
- Favorable Impressions of Smart Meters by Behavioral Segment
- Overall Impressions of Carbon Offsets/Credits
- Favorable Impressions of Carbon Offsets/Credits by Demographic Segment
- Favorable Impressions of Carbon Offsets/Credits by Behavioral Segment
- Overall Impressions of Cap and Trade
- Favorable Impressions of Cap and Trade by Demographic Segment
- Favorable Impressions of Cap and Trade by Behavioral Segment
- Overall Impressions of LEED Certification
- Favorable Impressions of LEED Certification by Demographic Segment
- Favorable Impressions of LEED Certification by Behavioral Segment
List of Tables
- Favorable Ratings: 2009, 2010, and 2011 Surveys
- Unfavorable Ratings: 2009, 2010, and 2011 Surveys