System Engineering and Productivity

System Engineering and Productivity

Identifying and Prioritizing Effective Nudges for Social Acceptance of Green Electricity: A Fuzzy Delphi Study

Document Type : Research Paper

Authors
Ali Mousavi Ramezanzadeh 1
Mohsen Nazari 2
1 Ph.D. Candidate, Department of Business Management, Aras International Campus, University of Tehran, Tehran, Iran
2 Corresponding author: Professor, Department of Marketing and Market Development, Faculty of Business Management, College of Management, University of Tehran, Tehran, Iran
10.22034/sep.2025.2065794.1352
Abstract
The present study analyzes and prioritizes the factors affecting the social acceptance of green energies in Iran. Given the importance of renewable energies in reducing environmental pollution and the limitations of fossil resources, examining the factors influencing the acceptance of these energies has gained more importance. The research was conducted using a combination of qualitative and quantitative methods in two stages. In the first stage, a comprehensive review of scientific resources was conducted, examining 129 articles from reputable databases, and eventually, 48 relevant articles were selected, identifying 15 types of nudges. In the second stage, using the fuzzy Delphi method and collaboration with 17 experts in the fields of energy, behavioral economics, social psychology, energy management, and social marketing, the identified nudges were prioritized based on three criteria: impact, feasibility, and social acceptance in Iran. The results showed that informational nudges, green default options, visual labeling, energy consumption feedback, social norms, and well-designed financial incentives received the highest ranks. Additionally, experts introduced four new nudges including indigenous-cultural nudges, religious-ethical nudges, family educational nudges, and influencer-based nudges. These findings can provide guidance for policymakers and planners to promote renewable energies and create a suitable platform for the social acceptance of these energies in Iranian society.

Highlights

  • Informational nudges, green default options, and visual labeling are identified as the most effective nudges for promoting green electricity acceptance.
  • Four new culturally-adapted nudges specific to the Iranian context were identified.
  • Combining various types of nudges can have greater effectiveness in increasing social acceptance of green electricity.

Keywords
Nudge
Social Acceptance
Green Electricity
Renewable Energy
Fuzzy Delphi
Subjects

Copyright © Ali Mousavi Ramezanzadeh, Mohsen Nazari

 

License

This article is released under the Creative Commons Attribution (CC BY 4.0) license. Anyone is free to copy, share, translate, and adapt this article for any purpose, whether commercial or non-commercial, as long as proper citation is given to the authors and original publication.

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System Engineering and Productivity
Volume 5, Issue 4 - Serial Number 17
Serial No. 17, Winter Quarterly
Winter 2026
Pages 149-167

  • Receive Date 13 July 2025
  • Revise Date 06 August 2025
  • Accept Date 11 August 2025
  • First Publish Date 11 August 2025
  • Publish Date 22 December 2025