Innovativeness and social acceptance of wind energy: Behavioural heterogeneity and policy implications from a choice experiment

While most studies on wind energy acceptance rely on average preferences or socio-demographic segmentation, this paper investigates how innovativeness-based segmentation shapes social acceptance of wind energy and its policy implications, building on the theoretical foundations of the Diffusion of Innovation theory. The empirical analysis is based on a regional case study conducted in Puglia, Southern Italy, using data from 239 respondents collected through Computer-Assisted Personal Interviewing (CAPI). Combining a D-efficient choice experiment with Rogers’ innovativeness scales, the study analyses preferences and segments respondents into adopter categories to derive differentiated, acceptance-oriented policy implications. The results reveal marked heterogeneity across adopter segments. Innovators and early adopters primarily value economic benefits and CO 2 savings, while the early majority combines sensitivity to these benefits with attention to landscape aesthetics and avifaunal impacts. The late majority responds to a broader range of economic, environmental and project-life-cycle characteristics. Estimates for the small laggard segment are inconclusive because of limited statistical power. Despite the technological maturity of wind energy, persistent concerns related to performance, knowledge gaps and social risks remain, particularly among risk-averse segments. These findings suggest that uniform acceptance policies and communication strategies are unlikely to be effective. Instead, differentiated policy approaches tailored to specific adopter segments are required. Targeted incentives, segment-specific communication strategies and participatory planning tools can enhance public trust, improve social acceptance and accelerate the diffusion of wind energy technologies.