Strategies for the deployment of micro-generation: Implications for social acceptance

Social acceptance of renewable energy innovation has often been discussed in the context of large renewable technology projects, acceptance having been seen as rather passive consent by the public. The potential importance of micro-generation technologies in the future energy supply mix and policymakers’ increasing attention to these technologies requires a different approach to the social acceptance of renewable energy innovation and energy infrastructure technologies. Instead of mere consent to an infrastructure project, domestic micro-generation requires active acceptance by homeowners, whereby individual households become part of the electricity supply infrastructure. Acceptance may therefore be expressed in various forms: attitudes, behaviour and—most importantly—investments. This paper argues that different deployment models with varying degrees of company and consumer involvement will have a significant influence on the social acceptance of domestic micro-generation and therefore the market uptake of these technologies. Three deployment models are elaborated and briefly situated in the current UK energy policy context.