It has been found that perception plays an important role in the process of implementing sustainable technologies, particularly for wind generation.
Perception is a subjective issue and is shaped by many forces.
People who have experience with wind farms tend to reflect a positive perception while those inexperienced tend to hold an uncertain or negative perception. Positive perception will lead to success while negative perception can lead to opposition that in turn can materialise into action stopping a development. For these reasons perception forms the major theme under investigation in this thesis. It is suggested that a change of perception leading to a positive outcome is more likely to be achieved if the right elements, such as direct knowledge of the sustainable benefits of wind energy for the planet, are effectively communicated to a community. This thesis argues that the role of the wind farm developer is a sensitive one and is central to shaping people's perception.