소비자 관점의 이슈 발굴을 통한 친환경 에너지로의 소비전환 방안 연구 - 천연가스 소비를 중심으로 -

Abstract

This study aims to discover social issues through the analysis of energy sources used by consumers, and suggest a consumer-oriented measure for promoting natural gas energy consumption — the leading low-carbon, clean energy proved as eco-friendly in developed countries. This study examines social issues by performing network text analysis on newspaper articles pertaining to the main energy sources, and identifying consumer perceptions and needs on energy consumption through a survey of relevant consumers. The research findings are summarized as follows. Firstly, through the network text analysis of 4,066 articles published by major newspapers on the topics of energy and generation sources — including nuclear and thermal power and gas — we find that, through the analysis of key-word co-occurrence based on frequency, every energy source — together with it’s economic efficiency — shows a higher degree centrality towards issues pertaining to consumer safety, including accidents or disease from energy usage. In the case of natural gas, the degree centrality towards issues pertaining to consumer safety from gas accidents (together with the added value of natural gas as an economical, future source of energy) is higher than the degree centrality towards environment-friendly issues. The higher degree centrality reveals the value orientation and priority of Korean society on the issues of environment-friendly sources of energy and safety, and correspondingly may be regarded as a social issue on energy consumption. Secondly, the survey of 791 consumers reveal that consumers identify nuclear and thermal power as economically efficient sources of energy, and consumer safety is highlighted as a central issue to be targeted for improvement. In general, the survey shows that issues pertaining to energy safety is perceived by consumers as more important than those pertaining to environment- friendliness. Further, consumers recognizing safety as an important consideration also find it acceptable for the price of energy to include expenses for clean waste disposal and addressing social conflict. Media reports are regarded as the most reliable sources of information pertaining to energy sources, due to their accessibility, speed, and understandability. Concurrently, opinion also exists suggesting a lack of trust in media reports owing to sensationalism. Government agencies are shown to be least trusted by consumers due to inaccuracy, ambiguity and irresponsibility. Through the above two analyses, this study identifies two problems which need to be addressed in preparation for a consumer-centric transition to, and the promotion of, environment-friendly sources of energy (focusing on natural gas): ‘distorted economics’, and ‘consumer anxiety’. We identify the need for systematic consideration into risk communication, to alleviate consumer anxiety through providing transparent information on energy pricing policies, taking into consideration societal and environmental factors.