Madiun is one of industrial towns producing local specific snack called brem. Up to now, the home industries which produce brem still use wood as the main fuel. Constant use of wood as fuel may cause a great exploitation on trees and forests that serious environmental damages result. In order to prevent the bad impact on environment, the industries are obliged to make use of alternative energy in their production activities. The implementation of this strategy requires both internal and external supports of various groups of society.

This study aimed to determine the degree of trust / expectation evaluation, normative belief, and motivation of those home industries in their support toward the implementation of briquette charcoal as an alternative energy.

The analysis was carried out using the method of different scale and factor analysis. The result showed that (1) the degree of trust/expectation, evaluation, normative belief, and motivation of the home industries in their support toward the implementation of briquette charcoal as an alternative energy was relatively high, but still variant between the degree of belief and that of evaluation (2) the factors that supported the attitudes of those home industries in the implementation of briquette charcoal as an alternative energy were the importance of energy for the home industries, the possible usage of alternative energy, energy saving acts, and friends, family as well as others (workers)