LAUSR

Abstract Some negative stereotypes regarding solar energy and positive stereotypes regarding coal are incorrect and could easily result in misunderstandings and prejudice that would hamper sustainable energy development. However, residents’ stereotypes regarding solar energy and coal, and the factors influencing them, particularly in China, remain an area that needs more academic research. This study indicated that solar energy was commonly positively stereotyped as being clean, abundant, and sustainable, and negatively stereotyped as being unreliable and regionally restricted. Furthermore, 50% of the participants slightly or strongly agreed that solar energy was costly and difficult to store. The two most common negative stereotypes of coal as a source of energy were, it being unsustainable and a major source of pollution. Some positive stereotypes regarding coal included low price and mature technology. The survey results also indicated that television and the internet were the top two knowledge sources regarding solar energy and coal. The correlation analysis results indicated that the knowledge sources of the participants could influence stereotypes. Some policies have been proposed to undo the negative effects of the existing stereotypes, such as comparative thinking, providing appropriate information, and governmental promotion.