Energy system changes in the agricultural sector: testing a value-congruent communication approach to foster positive attitudes

Abstract

Multiple sectors, including agriculture, are subject to decarbonization and wide-ranging system changes. With a growing distance between agriculture and the public, communicating changes and fostering public acceptance as crucial factors for the success of these changes has become challenging. Therefore, understanding public attitudes towards emerging system changes in unfamiliar sectors helps identify appropriate communication strategies and provides information about possible responses from different stakeholders. To address the scarcity of studies on system changes in agriculture and their acceptability, a multidimensional evaluation of attitudes was undertaken using a factorial survey to test the utility of value-congruent information for enhancing positive attitudes. Electrical field cultivation (EFC) served as a case example for one potential energy system change in agriculture. The data were collected via an open scientific survey panel in Germany (N = 300) using a written vignette in the form of a newspaper article; different benefit foci and hypotheses were tested using path analysis. Although the different benefit foci did not reveal significant differences, problem awareness and knowledge were found to predict positive attitudes toward EFC. For once, results highlight the need to foster overall problem awareness for fossil fuels to garner public support for various pathways. Additionally, results underscore the perceived lack of personal affectedness by transition pathways as a barrier to responding to communication strategies, specifically in unfamiliar sectors such as agriculture. The study outlines the need for stakeholders to design communication strategies under consideration of fostering personal affectedness and overall problem understanding.