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Chapter 1: Encouraging the Development o... > FUTURE RESEARCH DIRECTIONS - Pg. 11

Encouraging the Development of Renewable Energy FUTURE RESEARCH DIRECTIONS The results of this chapter were made possible thanks to the willingness of the sample cooperatives to participate. Whether or not cultural familiarity was in fact a determinant, the sample that emerged was weighted heavily with Canadian organization. It would be beneficial if a similar study were to be performed with a focus on German and Danish cooperatives, as these nations have a longer history of RE use, and their citizens show a greater affinity for the coopera- tive business model pertaining to energy production. A second limitation was created by the minimal range of technologies being analyzed. RE coop- eratives are also prevalent in biogas and biomass sources. Wind and solar were approached in this chapter for their simplicity and notoriety. Biogas and biomass are also important to a comprehen- sive RE portfolio, and should be given attention. Technologies such as hydropower and geothermal heating and cooling are also worth discussing. The remaining RE (wave, tidal and osmotic pressure) could certainly be evaluated once applications of these technologies are successfully deployed and a body of data has been established. REFERENCES ABRCC. (2006). The business case for early ac- tion. Retrieved from http://www.businessround- Bang, H., Ellinger, A. E., Hadjimarcou, J., & Tra- ichal, P. A. (2000). Consumer concern, knowledge, belief, and attitude toward renewable energy: An application of the reasoned action theory. Psy- chology and Marketing, 17(6), 449. doi:10.1002/ (SICI)1520-6793(200006)17:6<449::AID- MAR2>3.0.CO;2-8 Barr, S., Ford, N. J., & Gilg, A. W. (2003). At- titudes towards recycling household waste in Exeter, Devon: Quantitative and qualitative ap- proaches. Local Environment, 8(4), 407­421. doi:10.1080/13549830306667 Bioenergy, I. E. A. (2010). Biogas in the society. Retrieved from mente/casestudies/biogas_village.pdf. Blank, E., Mayer, R., & Swezey, B. (1999). The grassroots are greener: A community-based ap- proach to marketing green power. Renewable Energy Policy Project. Retrieved from http:// Byrnes, B., Jones, C., & Goodman, S. (1999). Contingent valuation and real economic com- mitments: Evidence from electric utility green pricing programmes. Journal of Environmental Planning and Management, 42(2), 149­166. doi:10.1080/09640569911190 Collis, J., & Hussey, R. (2003). Business re- search: A practical guide for undergraduate and postgraduate students. London, UK: Palgrave Macmillan. Danish Energy Agency. (2010). The history of Danish support for wind power. Retrieved from Conditions_for_production_plants/Subsidies_ for_generation_of_electricity/Sider/Forside.aspx. CONCLUSION In this chapter, we have demonstrated that RE co- operatives create the promotional factors necessary to convince the public of the value in engaging in a community based project and are effective at reduc- ing the barriers to personal involvement in a project. Yet, the cooperative business model is not without its limitations as the majority of consumers are accustomed to their needs being met through public institution, or private interests. In some countries, cooperatives are even viewed with a pseudo-communist stigma, which has been de- monized by private enterprise. Reconditioning the public to accept the idea that a cooperative organi- zation can serve them better than the private--or the public--model will take time and precedent. 11