{"id":34628,"date":"2025-08-05T09:18:06","date_gmt":"2025-08-05T07:18:06","guid":{"rendered":"https:\/\/www.geres.eu\/nos-actions\/nos-projets\/understanding-the-drivers-barriers-renewable-energy-acceptance-france\/"},"modified":"2025-08-05T09:18:18","modified_gmt":"2025-08-05T07:18:18","slug":"understanding-the-drivers-barriers-renewable-energy-acceptance-france","status":"publish","type":"project","link":"https:\/\/www.geres.eu\/en\/our-actions\/our-projects\/understanding-the-drivers-barriers-renewable-energy-acceptance-france\/","title":{"rendered":"Understanding the drivers and barriers to renewable energy acceptance in France"},"content":{"rendered":"

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Geres is leading an innovative action-research project to explore the factors that encourage or hinder households from subscribing to renewable energy contracts, with the goal of contributing to a greener French energy mix. This initiative is carried out in partnership with the Social Psychology Laboratory of Aix-Marseille University, GRDF, and ADEME.
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Acting for a greener french energy mix<\/h2>\n

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Context and challenges<\/strong><\/h4>\n

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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.
\nIn the Provence-Alpes-C\u00f4te d\u2019Azur 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.
\nThis 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.
\nHowever, 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.
\nThese 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.<\/p>\n

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Exploring the behavioral triggers behind renewable energy choices <\/h2>\n

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The project<\/span><\/strong><\/h4>\n

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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.
\nUsing 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.
\nThe 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.<\/p>\n

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A proactive approach to influence France\u2019s energy future<\/strong><\/h2>\n

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Objectives and solutions<\/strong><\/h4>\n

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Phase 1:<\/span><\/p>\n

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