Beyond knowledge-based target group identification: The role of risk perceptions for biofuel risk communication

Energy Research & Social Science, vol. 138, pp. 104793

Abstract

The transition to sustainable mobility is a key component of global efforts to defossilize energy systems, with biofuels playing a strategic role alongside electrification. However, public responses to biofuels are heterogeneous and shaped by subjective risk perceptions rather than knowledge alone. This challenges traditional communication approaches based on the knowledge-deficit model and highlights the need for more differentiated, perception-based audience segmentation. Therefore, his study investigates how knowledge, risk perception, and information need jointly structure communication-relevant target groups for biofuel risk communication. We conducted an online survey with N = 508 German laypersons in 2024 to analyze their knowledge levels, information needs, and perceived risks regarding biofuels. Using cluster analysis, three distinct target group segments were identified: “Concerned Curious,” “Concerned Avoiders,” and “Calmly Curious”. The results reveal that knowledge alone is insufficient to explain differences between groups. The Calmly Curious exhibited high information needs but low risk perceptions, while the Concerned Curious reported elevated risk perceptions alongside high information needs. The Concerned Avoiders showed low knowledge and high risk perceptions. Although the clusters did not differ in socio-demographic variables and attitudinal variables, they yielded different patterns of risk- and benefit perceptions. The findings demonstrate that risk communication should be designed explicitly target-group oriented to address the specific beliefs and knowledge needs of each group, particularly those with heightened concerns about biofuels. By systematically including risk perceptions in addition to knowledge variables in the segmentation of target groups, this study provides insights into the interplay between knowledge levels and risk perceptions.

Authors 2

1. Regina Gimpel corresponding Aachen Risk Perception and Communication Teaching and Research Unit

   RWTH Aachen University

   Affiliation as printed

   Risk perception and communication teaching and research unit, RWTH Aachen University, Germany, Campus Boulevard 57, 52074, Aachen, Germany

2. Katrin Arning Aachen Risk Perception and Communication Teaching and Research Unit

   RWTH Aachen University

   Affiliation as printed

   Risk perception and communication teaching and research unit, RWTH Aachen University, Germany, Campus Boulevard 57, 52074, Aachen, Germany