From Resistance to Resilience: Public acceptance and its impact on low-carbon energy strategies in South Korea

Hydrogen becomes a key player in global carbon-neutralization; however, its use is hindered by low public acceptance and energy transition dilemmas. To successfully shift, ensuring a stable demand market with positive consumer adaptability is essential. Despite the importance of public acceptance for sustainable energy development, critical questions regarding who should bear the social costs of energy transition and the acceptable levels of investment and utility remain unanswered. This study used the contingent valuation method to estimate the public acceptance and willingness to pay (WTP) for hydrogen production base constructions in South Korea, one of the early adopters with low hydrogen self-sufficiency. The results indicate that WTP acceptance is, on average, 20 % higher with high public cognition compared to the baseline level. The break-even point for a construction project is calculated at about 67 % of the average WTP (USD 16.76), decreasing to 45 % for those with higher environmental awareness (USD 11.30). These findings offer actionable insights for aligning subsidy design, public communication, and pricing strategies with consumer support toward the hydrogen economy.