A study conducted by Lidington Research in May 2025 on a nationally representative sample of 1,095 Serbian citizens shows that solar energy enjoys broad and stable public support.
These findings are not only a reflection of current public opinion but also a clear indication that there is societal readiness for Serbia to move more decisively towards a green transition in the future. The research was conducted using field survey methods (CAPI), with careful stratification based on gender, age structure, education, level of urbanisation, and region. The survey had a high acceptance rate of 55 percent, which also suggests that the topic itself was of interest to the respondents.
When asked whether solar energy should have a greater share in electricity production in Serbia, 52.9 percent of respondents said they "definitely" support the idea, while 37.3 percent said they would "probably" support it. Only 4.1 percent said they were "definitely" opposed, with an additional 3.7 percent stating they would "probably" oppose a larger share of solar energy. These results clearly indicate strong majority support for the expansion of solar energy capacity - support that is not only general in nature but also firm in terms of respondents’ convictions.
Respondents were also asked whether solar energy could replace coal in Serbia’s electricity production. A total of 17.2 percent believed in a complete replacement, while 47.9 percent thought solar energy could play a significant role in combination with other sources. An additional 18 percent of citizens believed that solar could replace coal, but only to a limited extent. In contrast, 7.8 percent of respondents said they "definitely do not" believe this is possible, and 4.9 percent considered such a replacement to be "largely" unfeasible. A total of 4.1 percent had no clear opinion on the issue. These answers reveal a willingness to consider a serious role for solar energy in Serbia’s power system.
Solar projects
When it comes to specific solar projects, 47.3 percent of citizens stated they would "definitely" support the construction of a solar power plant in their town or neighbourhood, while an additional 28.1 percent said they would "probably" support it. Eleven percent of respondents were neutral, while 5.3 percent said they would "probably" be opposed, and 3.3 percent were undecided. This is especially significant because it shows that citizens do not view the local presence of these facilities as a problem, but rather perceive them as beneficial and acceptable investments in their surroundings.
A similar sentiment is reflected when it comes to state investments. When asked whether they would support investments by Elektroprivreda Srbije (EPS) in solar power plants to replace coal, 47.1 percent of citizens answered "definitely yes", while a further 33.1 percent said "probably yes". Only 6.5 percent were "probably against", and 4.8 percent "definitely against", while 8.5 percent were unsure. This points to a high level of public trust in domestic institutions when it comes to the energy transition, provided that projects are concrete and targeted at real needs.
It is also interesting to observe how citizens respond to foreign investors when they are linked to this sector. In the case of the project by the South Korean company Hyundai and the American company UGT-R, which announced the construction of six solar power plants in Serbia, 41 percent of respondents described the news as "good", while 27.2 percent remained neutral. A total of 24.8 percent saw it as "bad news", while 6.9 percent had no opinion. Although there is a certain degree of scepticism towards foreign actors, support still outweighs opposition - particularly when considering that nearly half of the respondents held a positive view of this example of a foreign solar energy project.
Individual level
On an individual level, the willingness to install solar panels on one’s own home or building shows great potential. As many as 56.8 percent of respondents said they would "do it", 21.4 percent said they "might" do it, while 17.3 percent admitted they do not know enough about the topic. Only 4.5 percent said they would not consider this option.
The main reasons that would motivate citizens to invest in solar panels include lower electricity bills (63.5 percent), subsidies for purchase (50.8 percent), environmental concerns, and energy independence (both at 29.9 percent). At the same time, the main reasons why people have not yet invested in this technology are the high cost (64.1 percent), lack of information (21.2 percent), and bureaucratic obstacles (13.7 percent).
Finally, 70.6 percent of citizens say they would consider becoming "prosumers" - users who generate electricity for their own needs and sell the surplus back to the grid - if there were no financial barriers. Only 16.8 percent said they would not consider it, while 12.6 percent were unsure. This indicates a large untapped potential for decentralised energy production, which could be unlocked through relatively simple fiscal and regulatory measures.
Based on all the above, it is clear that there is already a broad social consensus in favour of solar energy in Serbia. What is needed now are concrete steps by the state, local governments, and energy companies to translate this potential into actual investments and savings for citizens.
Today, solar energy in Serbia is not only a matter of environmental concern, but also one of economics, local development, and national sovereignty. The results of this survey show that public sentiment towards this aspect of the green transition is largely positive.