Shorter message, stronger framing increases societal acceptance for hydrogen

Bishal Bharadwaj, Amrita Kambo, Kathy Witt, Belinda Wade, Franzisca Weder, Peta Ashworth*

*Corresponding author for this work

Publication: Scientific journalJournal articlepeer-review


With the question of ‘can short messages be effective in increasing public support for a complex new technology (hydrogen)?‘, this study uses a representative national survey in Australia to analyze the differences and variations in subjective support for hydrogen in response to four differently framed short messages. The findings of this study show that short messages can increase social acceptance, but the effects depend on how strongly the message is framed in terms of its alignment with either an economic or environmental values framework. Furthermore, the effects depend on the social and cultural context of the receiver of the message.

Original languageEnglish
Pages (from-to)880-888
Number of pages9
JournalInternational Journal of Hydrogen Energy
Publication statusPublished - 15 Mar 2024

Bibliographical note

Publisher Copyright:
© 2024 The Authors


  • Australia
  • Awareness
  • Communication
  • Hydrogen energy
  • Short message
  • Societal acceptance

Cite this