Despite potential benefits emerging energy technologies usually promise, the public often meets them with skepticism, resistance, or even outright rejection. In this study, we investigated the potential role communication plays in the early stages of opinion formation. In particular, we examined the relationships among message framing, information processing, communication motivation, and information seeking. Building on work examining uncertainty reduction, fairness, risk communication, and the theory of planned behaviors, we conducted an experiment in which a sample of U.S. adults (N = 1042) were led to believe that enhanced geothermal systems (EGS) would be developed in their local community. Participants received initial information varying in degrees of uncertainty and procedural fairness about the EGS development. Subsequently, we offered them an opportunity to read additional articles about EGS, which was operationalized as actual information seeking behaviors. We found that predictors, such as affect, norm, current knowledge, and information need, explained information engagement intentions, which further predicted actual information seeking behaviors. In addition, systematic processing of the initial EGS information, perceived uncertainty, and perceived fairness had direct relations with actual information seeking. The discussion provides theoretical and practical implications.