The influence of information format and framing on acceptance of energy storage technologies

New technologies are necessary for energy system transition and meeting climate targets. However, obstacles to social acceptance, often linked to limited understanding and awareness, impede their integration. This article focuses on the acceptance of seasonal thermal energy storage technologies. This energy technology enables the storage of surplus heat in summer for heating in winter and the transfer of cold from winter to summer for cooling purposes. Combining theoretical insights from research on public opinion formation and social acceptance, this article constructs a model to explore how different information framings and formats influence individual opinion formation and the social acceptance of these technologies. It presents data from an experiment conducted in Switzerland through two online cross-sectional surveys (N = 1749; N = 614). The participants were given varied information framing conditions and formats. Based on independent sample t-tests, Kruskal–Wallis tests, and generalized structural equation models, the findings reveal that providing identical information in a video rather than as text increases general technology acceptance directly, as well as indirectly through reduced information complexity. Emphasizing technological readiness also positively affects general technology acceptance. However, these effects do not extend to more concrete market and community acceptance. The research highlights the significance of tailored and accessible information in facilitating information processing for unknown (energy) technologies in enhancing their social acceptance.