Towards a unified theory of domestic hydrogen acceptance: a mixed-methods multigroup analysis.

The historical record reflects the need to understand the dynamics of social acceptance in advance of technology deployment to minimise the risk of non-adoption or slow diffusion. In the emerging context of hydrogen energy technologies, research on social acceptance has ebbed and flowed, reflecting various hype cycles associated with the hydrogen economy. Following primary interest in public perceptions of hydrogen for transport applications, a social science research agenda on hydrogen energy technologies for domestic space and hot water heating, and cooking has recently emerged. Research uptake follows growing policy interest in converting the national gas grid to hydrogen in countries such as the United Kingdom. The question remains, how do existing gas users in the United Kingdom perceive the prospect of switching to a hydrogen home? In response, this thesis advances a unified theory and establishes a comprehensive typology of domestic hydrogen acceptance, which embed multiple dimensions such as knowledge and awareness, environmental attitude, and financial perceptions. Partial least squares structural equation modelling is employed to determine the antecedents of domestic hydrogen acceptance and adoption intention, which include perceived community benefits, perceptions of hydrogen production pathways, public trust, and positive emotions. Subsequently, partial least squares multigroup analysis is applied to explore the potential for divergent consumer perceptions and preferences. Notably, the statistical findings suggest technology perceptions is the main determinant of adoption potential among consumers who are non-engaged in technology and the environment. By contrast, production perceptions and safety perceptions hold the strongest influence among consumers who are at least moderately engaged in technology and the environment. This thesis enriches conceptual and empirical understanding on the dynamics of domestic hydrogen acceptance and adoption in support of securing a socially acceptable transition pathway for residential decarbonisation. Foremost, segment- specific strategies should be embedded into national and regional policy making on the domestic hydrogen transition to steer progress towards realising a net-zero society.