Cross-National Comparative Study of Demographic Preferences for Energy Technologies: Insights from Online Surveys in Brazil and the USA

Igor Johansen, University of Campinas
Maria Claudia Lopez, Michigan State University
David Ortega, Michigan State University
Emilio F. Moran, Michigan State University

Conducting cross-national surveys presents significant challenges, particularly in comparative research between countries. The COVID-19 pandemic further complicated efforts to assess population characteristics and preferences, as face-to-face interactions were discouraged. This study addresses these obstacles by utilizing online, cross-national representative surveys in Brazil (n=1,996) and the USA (n=1,523) to explore a critical issue for the present and future in the context of climate change: the transition from fossil fuels to more sustainable energy technologies. Public support is essential for making this transition a reality. In this paper, we examine energy technology preferences across different demographic profiles using a methodology that remains relatively uncommon in demographic research: best-worst scaling. Our findings reveal that in Brazil, individuals opposed to hydropower prioritize avoiding population displacement over other energy technology attributes. In the US, lower-income respondents place greater importance on keeping costs low compared to other energy characteristics. Our results suggest that for sustainable energy technologies to achieve widespread public support, especially among the poorest segments of the population, a significant reduction in costs is crucial, along with the perception that renewable energy is more affordable.

Keywords: Comparative methods , Data and Methods, Population, Environment, and Climate Change, Population and Development

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