By the Institute for Methods Innovation team
Can individual factors – countries of residence, age, gender, social media habits, environmental attitudes and the like – predict a European citizen’s attitudes and beliefs about hydrogen energy? To find out, the Institute for Methods Innovation (IMI) analysed the results of online survey research conducted by Gallup International, supplemented by telephonic interviews, to compile a report of evidence. As part of the HYPOP project, this research complements a previous IMI report, ‘State-of-the-art analysis of public perceptions and reactions to hydrogen and fuel cell technologies’, extending the analysis to identify key factors influencing individual awareness and attitudes towards hydrogen energy technologies. The findings point to high general awareness across the European Union (EU), but with a lack of deeper understanding, and significant variation across different countries and regions. This points to a need for targeted educational campaigns to increase awareness and support for hydrogen energy.
An analysis of existing data from the Public Opinion Survey on Hydrogen Awareness (Gallup International, 2023), and supplementary telephone interviews, were conducted in Autumn 2022, with a representative sample of 1,000 citizens aged 15 years and above from each EU Member State. The samples in all the countries were sorted according to gender, age, administrative region, and type of locality. Nine overarching survey questions, asking individuals about their awareness and attitudes toward hydrogen technologies, were at the core of the analysis:
- Have you seen, read or heard anything about hydrogen as an energy source?
- According to what you know, could you tell us to what extent hydrogen sources have an impact or not on the environment?
- Have you heard of hydrogen as a fuel for transport (cars, buses, trucks…)?
- Have you heard before of hydrogen for heating houses or buildings?
- Have you heard before of hydrogen used in some industries to reduce their impact on the environment?
- To what extent do you agree or disagree with the following statement: “Hydrogen is a good solution for reducing the energy dependence of [country].”
- To what extent do you agree or disagree with the following statement: “Hydrogen is a sustainable energy source.”
- To what extent do you agree or disagree with the following statement: “Hydrogen is as polluting as Diesel or gasoline.”
- To what extent do you agree or disagree with the following statement: “The use of hydrogen is as safe as the use of any other energy source.”
Once the team had analysed all the responses, various statistical tests were used to understand what variables, if any, could help to predict public awareness and attitudes toward hydrogen technologies. The following important trends were identified:
High general awareness
There is a broad general awareness (70% to 80%) of hydrogen technologies across the EU, though familiarity varies per country (Figure 1). Awareness is highest in Slovakia, Luxembourg and Germany, and lowest in Estonia, Czechia and Latvia. Cyprus (40%), Denmark (29%) and Greece (26%) show the least familiarity.
Figure 1. Awareness and familiarity of hydrogen technology, per country
Regional variations and gender differences
Attitudes towards hydrogen technologies vary significantly across different EU countries and regions (Figure 1 and 2), highlighting the importance of regional and country-specific trends and beliefs in shaping public opinion. For instance, in Sweden only 48% of people see hydrogen as a sustainable energy source, while in Malta, Portugal and Germany it is around 80% (Figure 2). Limassol in Cyprus showed high awareness and specific concerns about hydrogen, while regions in Denmark and Sweden were more likely to view hydrogen as polluting. This regional variation underscores the need for tailored public engagement and education strategies. With regard to gender differences, women generally reported to have a lower overall awareness of hydrogen technologies but are more informed about specific applications compared to men.
Figure 2. Views of hydrogen as a sustainable energy source, per country
Environmental concerns
Countries like Portugal, Spain, Germany, Italy and Malta show higher positive perceptions of hydrogen, while Estonia, Slovenia, Latvia, Cyprus and Sweden exhibit more negative views regarding hydrogen as a safe energy source (Figure 3). Individuals with greater environmental concern are more likely to view hydrogen positively as a solution for reducing fossil fuel dependency. Despite their positive perceptions however, these environmentally concerned individuals tend to have lower awareness of specific hydrogen applications in transport, heating, and industry. Understanding and deeper knowledge of the underlying technology, therefore, is lacking.
Figure 3. Views of hydrogen as a safe energy source, per country
Influence of social media use
Social media’s role in shaping public opinion is complex. While ownership of multiple social media profiles is linked to higher awareness, extensive use does not translate to better understanding of hydrogen innovations. Increased social media use correlates with decreased awareness of hydrogen applications. These findings indicate that educational content on hydrogen technologies needs to be strategically and purposefully integrated into social media campaigns to effectively enhance public knowledge.
Education as a determining factor
Educational initiatives will be crucial for improving public awareness and acceptance of hydrogen technologies. Tailored educational programs and campaigns, especially in regions with lower awareness and negative perceptions, are essential for bridging the knowledge gap and addressing safety and environmental concerns.
So, while certain demographic and behavioural factors (such as respondents’ region, country, gender, social media use, and environmental concern score) do help somewhat to predict public beliefs and awareness of hydrogen technologies, the analysis showed that these factors only explain a small portion of the overall variation in public opinion. The most important message taken from the report, is the critical role of education in shaping public perceptions. Targeted educational efforts, to account for varying country and regional perceptions and concerns, and strategic use of social media in targeted regions and for specific demographics, could significantly enhance public understanding and acceptance of hydrogen and fuel cell technologies among individual citizens across the EU.