Are we on the same page? Understanding value similarity and its impact on public trust in institutions of the energy sector

Value similarity – the extent to which people think institutions managing risks hold different or similar values to themselves, affects trust in those institutions and as such, plays a critical role in the public acceptability of energy projects and policies. Yet, we do not know what constitutes value similarity. How do people judge the level of similarity between their own values and the values of an institution? What role do different values play in theses judgments? And to what extent can these perceived similarities actually increase trust in institutions? To explore this, we decomposed the construct of value similarity into one's personal values and the perceived values of an institution, and explored if their congruence led to higher ratings of perceived value similarity and trust in institutions. We studied these relationships for three institutions playing important roles in the energy sector in the Netherlands, in current and future energy systems. Overall, response surface analyses (RSA) showed that people see their own values and the values of an institution as more similar and trust the institution more when they both endorse biospheric values more strongly. Further, perceived value similarity and trust in institutions are higher when people perceive institutions to have stronger biospheric values than themselves and when they expect institutions to be less egoistic than themselves. We discuss these findings reflecting on what they suggest regarding the role of shared values in increasing trust in relevant institutions and acceptability of energy risks.