A recent study published in the KeAi journal Sustainable Operations and Computers delved into the socio-economic analysis of hydrogen production in southern Italy. The research focused on an integrated wind and electrolysis plant, estimating a Levelized Cost of Hydrogen (LCOH) of €3.60/kg for a specific plant configuration capable of producing a significant amount of hydrogen. The study conducted sensitivity analyses revealing the impact of factors like inflation and capacity on the LCOH, emphasizing the need for efficient management. Public awareness in Italy regarding green and grey hydrogen was found to be lacking, with substantial percentages of the population being unaware of the differences. Additionally, the study highlighted willingness to pay (WTP) for green hydrogen, with higher acceptance levels among specific demographics such as young women. The importance of public education and engagement was underscored to bridge knowledge gaps and increase societal acceptance. The study emphasized the economic potential of green hydrogen but also pointed out the necessity of addressing public resistance through strategic spatial energy planning. Overall, the research sheds light on the opportunities and challenges associated with green hydrogen production and calls for concerted efforts to facilitate its widespread adoption.