Consumer segments are identified by their perception of biofuels. Consumer segments can be targeted by different communication and educational tools based on their habits and preferred communication channels. The identification is based on a 100 question survey in NC and TN. Segment names were picked the last, the attributes and differences are identified by groups make this useful. The group percentages by counties can be predicted by census data or even smaller areas. This supports decision of an investment in a particular region or decide where to make E85 available at gas stations in the first round.

1. Consumers’ Perceptions of Bioenergy in NC and TN
Robert Radicsa (riradics@ncsu.edu), Sudipta Dasmohapatrab (sdasmoh@ncsu.edu), Steve Kelley c (sskelley@ncsu.edu),
a Graduate Research Assistant, b Associate Prof., c Department Head, Department of Forest Biomaterials, College of Natural Resources
Abstract
A sample of consumers in North Carolina and Tennessee
were surveyed in the Fall of 2013 and Spring of 2014 to
examine their perceptions and concerns about bioenergy.
Approximately, 376 consumers in NC and 210 consumers
in TN submitted the completed survey electronically (2%
response rate) responding about their concerns about
energy and the environment in general, and bioenergy
(biofuel) use and impacts on the environment and society,
in particular. Data was weighted to represent the
population of NC and TN over 18 years of age and the
important results of the analysis is presented in this paper.
Data Collection Method
http://magmods.wordpress.com/2011/03/23/magmods-questionnaire-3/
• Survey instrument
• Sampling: Randomly selected consumer
email addresses from third party
consumer database
• Data collection: Fall 2013 in NC and TN
•Pilot test: 34 consumers
•Cover Letter
• Completed Surveys:
• 586 in total
• 376 in NC and 210 in TN
• Response rate=2%
Sample and Population Demography Data
respondents % NC Census TN Census
n 376 9,848,000 209 6,496,000
Gender
Male 54.0 48.7 45.5 48.8
Female 46.0 51.3 54.5 51.2
Education
College 4 or 4+ 66.7 26.8 31.0 23.5
Ethnicity
White/Caucasian 79.0 71.9 88.5 79
Black/African-American 10.1 22.0 6.7 17
Age
18-24 9.6 10.0 10.3 2.1
25-44 26.5 43.1 26.8 26.6
45-64 26.9 24.9 26.2 52.1
65+ 13.3 16.4 12.4 17.8
Objective
Develop a Comprehensive Understanding of
Societal Perceptions and Acceptability of
Bioenergy/Biofuels in the SE United States
Research Objectives:
-Examine consumers and landowners knowledge
and attitudes on the bioenergy industry in NC and
TN
-Use different tools and techniques to disseminate
the results to the stakeholders and public
*Weighting for representing the population
Source of Energy Reported Renewable
by Consumers
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
NC Coal
TN Coal
NC Petroleum
TN Petroleum
NC Natural gas
TN Natural gas
NC Nuclear
TN Nuclear
NC Hydrogen
TN Hydrogen
NC Geothermal
TN Geothermal
NC Wind
TN Wind
NC Trees
TN Trees
NC Agricultural crops
TN Agricultural crops
NC Grasses
TN Grasses
NC Hydroelectric
TN Hydroelectric
NC Solar
TN Solar
NC Tidal
TN Tidal
Renewable Not renewable Not Sure Never heard about this energy source
Bioenergy supporters, 43%
Demographics
• Highest rate of graduates and professionals in this
segment
• High income (similar to Economically conscious
analyzers)
Attitudes
• They believe focus on bioenergy can lead to
Improved national security
• They expect tax breaks from government for using
biofuels in their vehicles
• They strongly believe that bioenergy will lead to
Improvement in local economy and is good for the
environment
Economically Conscious
Analyzers, 19%
Demographics
• Mostly males (62%)
• Highest fuel users (over 20 gallon/week)
• Highest income (same as bioenergy
supporters)among all segments
Attitudes
• They are not bioenergy enthusiasts but
can be persuaded if it can lead to
economic wellbeing of the society
• They would buy biofuel at pumps if it is at
the same price as gasoline but not more
• They do not expect any tax breaks from
using bio-based products
• They concerned about biofuels impact on
the environment
Bioenergy Opponents, 26%
Demographics
• Lowest education rate compared to all other
segments
• Equal males and females
Attitudes
• They are not interested in bioenergy or biofuels
• They do not feel that bio-based energy will improve
the well being of the society and the rural economy
• They will not use biofuels at the pumps
• They do not care about information about
bioenergy or biofuels and specifically do not care
about information on government websites and
sources
Environmental Conscious
Group, 12%
Demographics
• Mostly females (71%)
• Age: Very young (18-24) or close to retirement
(over 65)
• Lowest income and lowest fuel consumption
(11 gal/week)
Attitudes
• These consumers are interested in low
environmental impact of products and
processes as well as conservation
• They do not care about income from bioenergy
or national security
• Feedstocks should be allowed to be used for
bioenergy only if the management can lead to
resource conservation, low disturbance of
recreational opportunities
Prediction Model and Geographic
Bioenergy
supporters
Legend The map is for illustration
Targeting Segments
Segment Message Channel
Bioenergy Supporters,
43%
Biofuel advantages (security,
economic, environmental). Join
hands for future generations.
TV, Radio (70%); Magazines,
newspapers (43%);
Governmental websites (13%)
Bioenergy Opponents,
26%
This group can be influenced by
behavioral changes of the
population than direct
communication. Strong
arguments may erode support.
TV, Radio (50%); Utility
companies (29%); Non-profits
(24%)
Economically Conscious
Analyzers, 19%
Biofuels strengthen national
energy security, economy, and
create jobs.
TV, Radio (59%)
Environmental Conscious
Group, 12%
Low environmental impact and
green house gas emissions.
TV, Radio (70%); Magazines,
newspapers (66%); Word of
mouth (49%)
Consumer Segments
> 50%
30-50%
< 30
purposes
Visualization
>90% prediction accuracy of the
segments based on:
Demography (Age, Gender, Race,
Education) based on census data
TWO Bioenergy Statements:
- I think the biofuel industry will improve
the rural economy
- Biofuels have a lower environmental
impact than gasoline