Anna Kowalska-Pyzalska

Social acceptance of green energy and dynamic electricity tariffs — A short review

This paper presents a review of recent literature on consumer energy behaviors and willingness to pay for innovative products on the energy market. Among such products green energy and dynamic electricity tariffs will be considered. Social and psychological factors, that influence the adoption of these products will be discussed. Consumer engagement and acceptance of green energy as well as dynamic electricity tariffs are necessary to make the diffusion of these products possible and effective. In conclusion some research challenges and potential research gaps will be described.

Modeling consumer opinions towards dynamic pricing: An agent-based approach

Using an agent-based modeling approach we show how personal attributes, like conformity or indifference, impact opinions of individual electricity consumers regarding innovative dynamic tariff programs. We also examine the influence of advertising, discomfort of usage and the expectations of financial savings on opinion dynamics. Our main finding is that currently the adoption, understood as a positive opinion or attitude toward the innovation, of dynamic electricity tariffs is virtually impossible due to the high level of indifference in todays societies. However, if in the future the indifference level is reduced, e.g., through educational programs that would make the customers more engaged in the topic, factors like tariff pricing schemes and intensity of advertising will became the focal point.

An analysis of factors enhancing adoption of smart metering platforms: An agent-based modeling approach

In the paper the agent-based model has been used to show what internal and external factors enhance the adoption of smart metering (SM) platforms - devices accompanying installation of smart meters at households. Within this modelling approach the concept of reservation prices has been implemented. The model shows how individual evaluation of the non-financial cost-benefit analysis, word-of-mouth (WOM) and mass-media advertisement influence the opinion formation of the agents and their further behaviors towards using of SM platforms. These findings can be valuable for the distributers of SM platforms as well as other enabling technologies.