Acting for a greener french energy mix

Context and challenges

The energy sector is one of the largest contributors to greenhouse gas emissions. The use of renewable energy has been identified as a key lever to reduce global warming through the decarbonization of energy systems.
In the Provence-Alpes-Côte d’Azur region, energy dependency remains high: renewables account for only 10.9% of consumption, despite significant solar, hydro, and biomass potential. The region ranks first in France for solar energy, second for biomass, and third for hydropower. It also has considerable residual biomass resources that can be used to produce biogas through methanation. Geres is working with GRDF, Natran, and regional institutions to structure and strengthen this local sector.
This action-research project aims to better understand the behavioral drivers that can increase demand for renewable energy. By subscribing to green contracts, citizens encourage companies to invest in renewable energy production and integrate it into the national grid.
However, these renewable energy offers remain unattractive to most people, and only 11% of consumers are aware of the VertVolt label issued by ADEME, which guarantees the supply of electricity from French renewable sources.
These figures show the urgent need to involve citizens more deeply in the energy transition and empower them to play an active role in decarbonizing the French energy mix by 2050.

Exploring the behavioral triggers behind renewable energy choices

The project

To address this issue, Geres and the Social Psychology Laboratory of Aix-Marseille University launched an action-research project in November 2022, supported by GRDF and later by ADEME. The project investigates what drives or prevents households from choosing renewable energy contracts.
Using a psychosocial engineering approach that combines scientific research with on-the-ground application, the project develops and tests behavioral messages aimed at households. These messages will be evaluated through a pilot program to identify the most effective ones and scale them up to boost subscription rates to green energy offers.
The study focuses on metropolitan France, aiming to provide insights at the national level while drawing on international literature. It covers both electricity and renewable gas, within a broader framework of the energy transition.

A proactive approach to influence France’s energy future

Objectives and solutions

Phase 1:

• Conduct a preliminary study on the barriers and drivers behind green energy contract subscriptions
• Design and implement a survey targeting households and key stakeholders;
• Launch a pilot initiative to test behavior-change messages promoting 100% renewable offers;
• Evaluate the project’s impact on household subscription rates for renewable energy (electricity and gas).

Phase 2:

• Identify beliefs and perceptions about renewable energy contracts among households;
• Collect and analyze key psychological drivers and blockers;
• Promote behavior change in favor of renewable energy adoption.

Beneficiaries

• Households
• Project partners
• Energy providers.

Indirect beneficiaries include; social housing providers, property developers, local governments (cities, metropolitan areas) and community organizations and NGOs.

Encouraging Widespread Adoption of Renewable Energy Contracts

Expected outcomes and impacts

• Improved understanding of behavioral mechanisms behind green energy adoption
• Identification of the most effective persuasive messages
• Increased subscription rates to renewable energy contracts
• Broader social and economic impact
• Increased use of renewables in the neighborhoods targeted by the pilot phase

Technical and Financial Partners

• Grdf
• Maison de la Recherche / Social Psychology Laboratory – Aix-Marseille University
• Ademe
• French Ministry of Higher Education and Research (CIFRE scheme)
  
• ANRT – French National Association for Research and Technology
• Doctoral School ED356 – Cognition, Language, Education