Bioenergy, consumer decision-making and shaping the river flow

Abstract

All of us are consumers of energy. Even utility companies consume some form of energy to produce power and energy. Businesses are consumers of energy as are homes and individuals. In this chapter, we take the perspective of demand for energy. We explore theories of consumption, demand and consumer behavior that provide insights on how consumers make decisions regarding new forms of energy such as renewable energy. We look for explanations that may help consumers reduce or relinquish their fossil fuels-based energy consumption habits and why this has not occurred at this time. While examining the consumption side of the economic equation, we acknowledge that there are major issues in moving from a resource-based energy paradigm to a knowledge-based energy paradigm. The data on consumption is heartening as there are lead consumers such as institutions and major corporations that are adopting renewable forms of energy. Some countries have explicit goals to adopt renewable sources of energy. All these examples demonstrate that we are reaching critical mass regarding problematic awareness of the issues related to fossil fuel consumption. The next steps are cognitive awareness, affective sentience, consumer preference formation and evolution, belief shifting, adoption and advocacy. If history is plausible, this is the most likely path or model of adoption and diffusion of renewable forms of energy.