Consumer Behavior as a Potential Acceptance of Renewable Energy Source in Indonesia

Fitria Avicenna, Nufian S Febriani


The trend of using renewable energy (RE) as a substitute for fossil energy is increasing as the issue of global warming continues to be echoed. Previous studies about RE focusing much on the availability and infrastructure of RE, yet no study about potential acceptance of RE in Indonesia has been conducted. Therefore, this study will fill the gap in the topic of RE consumer behavior. Qualitative approach was used in this study, by conducting literature reviews to relevant studies about consumer behavior towards RE in various countries. The results show that income, education level, infrastructure, and government policies will have a major influence in the transition process. The government occupies a strategic position with the authority in terms of supportive policies, fulfillment of infrastructure, and education of the public as potential consumers. Two scenarios are proposed for starting a shifting energy campaign in Indonesia. Finally, this study aims to enrich the contribution of communication science in the field of energy security. It can also be a reference for comparison for similar studies that focus on communication issues related to RE.

Full Text:



Al-Marri, W., Al-Habaibeh, A., & Watkins, M. (2018). An investigation into domestic energy consumption behaviour and public awareness of renewable energy in Qatar. Sustainable Cities and Society, 41, 639-646. Retrieved from

Alsharif, M. H., Kim, J., & Kim, J. H. (2018, June 1). Opportunities and challenges of solar and wind energy in South Korea: A review. Sustainability (Switzerland). MDPI AG.

Arabatzis, G., & Myronidis. (2011). Contribution of SHP Stations to the development of an area and their social acceptance. Renewable and Sustainable Energy Reviews, 15(8), 3909–3917. Retrieved from

Baležentis, T., & Štreimikien˙, D. (2019). Sustainability in the Electricity Sector through Advanced Technologies: Energy Mix Transition and Smart Grid Technology in China. Energies, 12(6), 1142.

Bird, L., & Sumner, J. (2011). Consumer attitudes about renewable energy. Trends and regional differences. Retrieved from

Boedoyo, M. S. (2013). Potensi Dan Peranan Plts Sebagai Energi Alternatif Masa Depan Di Indonesia. Jurnal Sains dan Teknologi Indonesia, 14(2), 146–152.

Caporale, D., & De Lucia, C. (2015). Social acceptance of on-shore wind energy in Apulia Region (Southern Italy). Renewable and Sustainable Energy Reviews, 53, 1378-1390. Retrieved from

Enevoldsen, P., & Sovacool, B. (2016). Examining the social acceptance of wind energy: Practical guidelines for onshore wind project development in France. Renewable and Sustainable Energy Reviews, 53, 178–184. Retrieved from

Fandari, A. El, Daryanto, A., & Suprayitno, G. (2014). Pengembangan Energi Panas Bumi yang Berkelanjutan. Jurnal Ilmiah Semesta Teknika, 17(1), 68–82.

Gafoor, K. (2012). Out-of-school experience categories influencing interest in biology of secondary school students by gender: exploration on an Abu Dhabi sample. Journal of Biological Education, 51(2), 166–185.

Gliedt, T., & Hoicka, C. (2015). Energy upgrades as financial or strategic investment? Energy Star property owners and managers improving building energy performance. Applied Energy, 147, 430–443. Retrieved from

Habibie, M. N., Sasmito, A., & Kurniawan, R. (2011). Study Of Wind Energy Potency In Sulawesi And Maluku. Jurnal Meteorologi dan Geofisika, 12(2), 181–187.

Hasan, A., Falkai, P., Wobrock, T., Lieberman, J., Glenthoj, B., Gattaz, W. F., … Yamawaki, S. (2012). World Federation of Societies of Biological Psychiatry (WFSBP) Guidelines for Biological Treatment of Schizophrenia, Part 1: Update 2012 on the acute treatment of schizophrenia and the management of treatment resistance. World Journal of Biological Psychiatry, 13(5), 318–378.

Hast, A., Syri, S., Jokiniemi, J., & Huuskonen, M. (2015). Review of green electricity products in the United Kingdom, Germany and Finland. Renewable and Sustainable Energy Reviews, 42, 1370–1384. Retrieved from

Heyko, E., Hasid, Z., & Priyagus. (2016). Strategi pemanfaatan energi terbarukan dalam rangka kemandirian energi daerah provinsi kalimantan timur. INOVASI., 12(1), 01–28. Retrieved from

Illias, H., Ishak, N., & Alam, N. (2020). Awareness of Secondary School Students in Petaling Jaya Malaysia Towards Renewable Energy. International Journal of Renewable Energy Research (IJRER), 10(4), 1645–1654. Retrieved from

Ing, A., Keong, W., Hong, H., Yan, Y., & Wei, B. (2017). Factors Affecting Consumers’ Perception toward Renewable Energy among Adults In Kuala Lumpur. Retrieved from

Karaoğlan, S., & Durukan, T. (2016). Effect of Environmental Awareness on Willingness to Pay for Renewable Energy. Retrieved from

Kholiq, I. (2015). Sumber Daya Energi Alternatif Sebagai Energi Terbarukan untuk Mendukung Subtitusi BBM. Jurnal Iptek, 19(2), 75–91. Retrieved from

Kuswahyono, T. (2013). Analisis Kebijakan Tentang Pengembangan Renewable Energy Studi Tentang Program Inovatif Pengelolaan Sampah Menjadi Energi Di Kec. Kepanjen Kabupaten Malang.

Leech, N., & Onwuegbuzie, A. (2011). Beyond constant comparison qualitative data analysis: Using NVivo. School Psychology Quarterly, 26(1), 70–84. Retrieved from

Lyng, K. A., Skovsgaard, L., Jacobsen, H. K., & Hanssen, O. J. (2020). The implications of economic instruments on biogas value chains: a case study comparison between Norway and Denmark. Environment, Development and Sustainability, 22(8), 7125–7152.

Ma, C., Rogers, A. A., Kragt, M. E., Zhang, F., Polyakov, M., Gibson, F., & Tapsuwan, S. (2015). Consumers’ Willingness to Pay for Renewable Energy: A Meta-Regression Analysis. Resource and Energy Economics, 42, 93-109. Retrieved from’_Willingness_to_Pay_for_Renewable_Energy_A_Meta-Regression_Analysis

Madichie, N. O., & Gallant, M. (2012). Broken Silence: A Commentary on Women’s Entrepreneurship in the United Arab Emirates. The International Journal of Entrepreneurship and Innovation, 13(2), 81–92.

Marence, M. (2019). The Netherlands - Small hydropower status 2019. Retrieved from

Mutaqin, K. A., & Sutoyo, E. (2020). Analysis of Citizens Acceptance for e-Government Services in Bandung, Indonesia: The Use of the Unified Theory of Acceptance and Use of Technology (UTAUT) Model. Bulletin of Computer Science and Electrical Engineering, 1(1), 19–25.

Nakhoda, Y. I., & Saleh, C. (2015). Rancang Bangun Kincir Angin Pembangkit Tenaga Listrik Sumbu Vertikal Savonius Portabel Menggunakan Generator Magnet Permanen. Jurnal Inovatif, 5(2), 19–24.

Ntanos, S., Kyriakopoulos, G., Chalikias, M., Arabatzis, G., & Skordoulis, M. (2018). Public Perceptions and Willingness to Pay for Renewable Energy: A Case Study from Greece. Sustainability, 10(3), 687.

Onwuegbuzie, A. J., & Frels, R. K. (2013). Methodology Of The Literature Review. In Retrieved from %26 Frels.pdf

Pinilih, S. A. G., & Chairunnisa, W. L. (2019). renewable energy policy in indonesia .pdf - Penelusuran Google. In E3S Web of Conferences (p. 10004). EDP Sciences. Retrieved from

Pranoto, Y., Anggrahini, S., & Efendi, Z. (2013). Effect of natural and Lactobacillus plantarum fermentation on in-vitro protein and starch digestibilities of sorghum flour. Food Bioscience, 2, 46–52.

Priyarsono, D., Tambunan, M., & Firdaus, M. (2010). Indonesian Journal of Agricultural Economics (IJAE). ijae (Vol. 2). Retrieved from

Qunhui, L., & Yang, H. (2011). The Effects of Organizational Structure on Time-Based Performance: An Empirical Study in Chinese Automobile Industry. Journal on Innovation and Sustainability, 02(03), 59–67. Retrieved from

Ribeiro, F., Ferreira, P., Araújo, M., & Braga, A. (2014). Public opinion on renewable energy technologies in Portugal. Energy, 69, 39–50. Retrieved from

Shin, J., Woo, J., Huh, S., Lee, J., & Jeong, G. (2014). Analyzing public preferences and increasing acceptability for the Renewable Portfolio Standard in Korea. Energy Economics, 42, 17–26. Retrieved from

Sun, X., & Feng, Y. (2012). Analysis of Barriers and Strategies for China’s Green Power Market. Energy Procedia, 17, 1401–1407. Retrieved from

Umam, M. F., Purba, D. P., & Adityatama, D. W. (2018). Drilling Professional Skills Transfer: Petroleum Industry Support To Geothermal Development in Indonesia . Simposium IATMI, (December).

Vand, B, Hast, A., Bozorg, S., Li, Z., Syri, S., & Deng, S. (2015). Consumer attitudes towards renewable energy in China—The case of Shanghai. Sustainable Cities and Society, 17, 69–79. Retrieved from

Vand, Behrang, Hast, A., Bozorg, S., Li, Z., Syri, S., & Deng, S. (2019). Consumers’ attitudes to support green energy: A case study in Shanghai. Energies, 12(12), 1–20.

Zhang, Z., Ye, Q., Law, R., & Li, Y. (2010). The impact of e-word-of-mouth on the online popularity of restaurants: A comparison of consumer reviews and editor reviews. International Journal of Hospitality Management, 29(4), 694–700.



Article Metrics:

Abstract Views - 142

PDF Downloads - 74


  • There are currently no refbacks.

Copyright (c) 2021 Fitria Avicenna, Nufian S Febriani

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Indexed by: 
Google Scholar  Mendeley

Jurnal Komunikasi Ikatan Sarjana Komunikasi Indonesia (P-ISSN : 2548-8740, E-ISSN : 2503-0795)
Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Editorial Secretariat:
Jurnal Komunikasi: Ikatan Sarjana Komunikasi Indonesia (ISKI)
Gedung Dewan Pers 5th Floors, Jl. Kebon Sirih 32-34 Jakarta 10110 - Indonesia

Contact Person: Prof. Dr. Rajab Ritonga, M.Si

Email                  :

Call/Whatsapp : +62811133471
View My Stats