Stille, Benjamin (2022) What are the Key Factors that Influence Individual’s Willingness to Adopt Demand Response Products and Services? Master thesis, Psychology.
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Abstract
Climate change forces societies to transition from fossil fuels to renewable sources of energy. Solutions are required to more efficiently integrate electricity of variable renewables into the grid. Demand response (DR) involves products and services that offer demand side flexibility, and thus have potential to solve this problem. Much of DR’s potential lies in private end users, but to date, a lack of knowledge reflects a major barrier for residential DR. In order to gain insights into factors that influence DR adoption, the present study made use of a correlational design, through which the relationship between the dependent variable, DR adoption intention, with the independent variables expected personal benefits, egoistic values, knowledge of DR, awareness of network congestion, awareness of DR congestion prevention function, environmental self-identity, perceived behavioral control, and mistrust and privacy concerns were examined. The sample consisted of 17 participants, nested within four separate energy communities in Europe. The variables expected personal benefits and awareness of DR congestion prevention function were positively related to DR adoption intention. While mistrust and privacy concerns were negatively related to DR adoption intention. Findings suggest that, in addition to financial benefits, also non-financial personal benefits should be highlighted, and that mistrust and privacy concerns are central for DR adoption. Furthermore, future research could investigate, if highlighting societal benefits like grid reliability offers an efficient way to increase customer trust and DR adoption. However, the small sample size and increased chances for false positives through multiple tests are limitations of this research.
| Item Type: | Thesis (Master) |
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| Supervisor name: | Goersch, R. and Steg, E.M. |
| Degree programme: | Psychology |
| Differentiation route: | Environmental Psychology (EP) [Master Psychology] |
| Date Deposited: | 28 Jul 2022 12:45 |
| Last Modified: | 28 Jul 2022 12:45 |
| URI: | http://gmwpublic.studenttheses.ub.rug.nl/id/eprint/1188 |
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