Factors Influencing People’s Willingness to Shift Their Electricity Consumption

Abstract

As the share of renewable energy sources, which are weather dependent and consequently volatile, continues to grow, it becomes increasingly important to explore strategies for organising both electricity production and consumption to ensure system stability. People's flexibility in their energy consumption is one option to regulate the system. To better understand people's willingness to align their electricity-consuming activities with a flexible pricing system, an online survey with 962 respondents was conducted. The analysis focused on the factors influencing their willingness to shift electricity-consuming activities away from peak hours, as well as the maximum shift duration of using certain devices. The results indicate that people with more flexible lifestyles and those who perceive shifting activities as taking less effort are more willing to shift their activities and indicate longer shift durations. The data also show that attitudes towards the environment, as well as financial, ecological, and motivational factors, play a role in explaining the variance in the willingness to shift and the shift duration. To conclude, increasing flexibility in everyday life could make a valuable contribution to the optimal use of electricity resources.