An experimental study of consumer attitudes and intentions in electricity markets
An experimental study of consumer attitudes and intentions in electricity markets
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DOI：
10.1016/j.clrc.2023.100116
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发表时间：
2023-04
影响因子：
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通讯作者：
Gina Dello Russo;Ashley Lytle;Steven Hoffenson;Lei Wu;Caitlin O. Mahoney
中科院分区：
文献类型：
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作者：
Gina Dello Russo;Ashley Lytle;Steven Hoffenson;Lei Wu;Caitlin O. Mahoney
气候变化带来的挑战越来越多，而住宅用电是一个主要因素。个人帮助缓解这一问题的两种方法是减少电力消耗和投资可再生能源。大量的研究表明，社会规范在鼓励各种环保行为方面是有效的，例如节约能源，但有关其鼓励投资可再生能源的能力的信息却很少。关于激励措施和收费的研究也表明了它们对一般环保行为的潜在影响，但具体到可持续能源行为，这方面的研究还不够全面。社会规范与激励或费用对环保能源行为的综合影响尚未在文献中探讨。在这项研究中，进行了三个实验，以调查规范，激励措施和费用，以及它们的综合影响亲环境的能源决策。通过调查，使参与者暴露于这些刺激，参与者的态度，感知和预期的行为进行了测量。收集了有关各种消费者能源决策的数据，沿着消费者支付可再生能源的意愿。调查实验的结果表明，与对照组相比，暴露于旨在减少消费的激励措施和费用显着增加了参与者对规范的看法和为太阳能电池板支付费用的意愿，而其他操纵，如社会规范和激励措施以及旨在激励清洁能源投资的费用对认知和预期行为没有影响。这些结果揭示了通过引入激励措施和电费费用以及激励个人减少消费和投资太阳能电池板系统来减少住宅用电造成的排放的潜力。这些行为变化将有助于电力市场的可持续发展，减少排放和个人成本，同时增加可再生能源的采用。
Challenges posed by climate change are increasing, and residential electricity use is a major contributor. Two ways for individuals to help mitigate this issue are reducing electricity consumption and investing in renewable energy sources. A large body of research has shown that social norms are effective in encouraging various pro-environmental behaviors such as energy use conservation, but less information is available about their ability to encourage investment in renewable energies. Research on incentives and fees has also demonstrated their potential impacts on pro-environmental behaviors in general, but it is less comprehensive regarding sustainable energy behaviors specifically. The combined influence of social norms with incentives or fees on pro-environmental energy behaviors has yet to be explored in the literature. In this study, three experiments are conducted to investigate norms, incentives and fees, and their combined effect on pro-environmental energy decisions. Through surveys that exposed participants to each of these stimuli, participants' attitudes, perceptions, and intended behaviors were measured. Data were collected about various consumer energy decisions along with the consumers' willingness to pay for renewable energy. Results of the survey experiments show that exposure to incentives and fees framed to reduce consumption significantly increased participants’ perceptions of norms and willingness to pay for solar panels when compared to a control group, whereas other manipulations such as social norms and incentives and fees framed to motivate clean energy investments were not impactful on perceptions and intended behaviors. These results uncover the potential to decrease emissions resulting from residential electricity use by introducing incentives and fees on electricity bills and motivating individuals to reduce their consumption and invest in solar panel systems. These behavior changes will contribute to the sustainable development of electricity markets, reducing emissions and costs for individuals while increasing the adoption of renewable energy.