Hopes and Fears for a Sustainable Energy Future: Enter the Hydrogen Acceptance Matrix

Hydrogen-fuelled technologies for home heating and cooking may provide a low-carbon solution for decarbonising parts of the global housing stock. For the transition to transpire, the attitudes and perceptions of consumers must be factored into policy making efforts. However, empirical studies are yet to explore potential levels of consumer heterogeneity regarding domestic hydrogen acceptance. In response, this study explores a wide spectrum of consumer responses towards the prospect of hydrogen homes. The proposed spectrum is conceptualised in terms of the ‘domestic hydrogen acceptance matrix’, which is examined through a nationally representative online survey conducted in the United Kingdom. The results draw attention to the importance of interest and engagement in environmental issues, knowledge and awareness of renewable energy technologies, and early adoption potential, as key drivers of domestic hydrogen acceptance. Critically, strategic measures should be taken to convert hydrogen scepticism and pessimism into hope and optimism by recognising the multidimensional nature of consumer acceptance. To this end, resources should be dedicated towards increasing the observability and trialability of hydrogen homes in proximity to industrial clusters and hubs, where the stakes for consumer acceptance are highest. Progress towards realising a net-zero society can be supported by early stakeholder engagement with the domestic hydrogen acceptance matrix.