Diffusion of Innovative Energy Services
Consumers’ Acceptance and Willingness to Pay
- 1st Edition - August 25, 2023
- Imprint: Academic Press
- Author: Anna Kowalska-Pyzalska
- Language: English
- Paperback ISBN:9 7 8 - 0 - 1 2 - 8 2 2 8 8 2 - 1
- eBook ISBN:9 7 8 - 0 - 1 2 - 8 2 2 8 8 3 - 8
Diffusion of Innovative Energy Services: Consumers’ Acceptance and Willingness to Pay consolidates research in the diffusion, adoption and acceptance of Innovative energy services… Read more
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Request a sales quoteDiffusion of Innovative Energy Services: Consumers’ Acceptance and Willingness to Pay consolidates research in the diffusion, adoption and acceptance of Innovative energy services (IES), including dynamic green electricity tariffs, small-scale energy generators, and smart metering information systems among residential electricity consumers. The book addresses consumer awareness, acceptance and engagement towards smart technologies, focusing on the ‘willingness to pay’ for IES. Chapters address findings from field experiments, pilot programs and simulation methods such as agent-based modeling. Case studies involve various countries and continents, with a focus on modern, pro-environmental and sustainable economies, where IES are offered.
Policy recommendations, tools and interventions as well as behavioral strategies conclude the work.
- Consolidates and integrates key findings across economic, behavioral and social elements of IES diffusion
- Addresses the economic appraisal of IES, covering consumers’ willingness to pay and the intention-behavior gap phenomenon
- Reviews current literature regarding consumers’ acceptance and engagement towards IES based on filed experiments, pilot programs, modelling and simulation
- Provides policy recommendations, marketing tools and interventions as well as the behavioral strategies necessary to enhance IES market position alongside climate policy goals
Researchers in energy economics, environmental economics, behavioral economics and social scientists keen on societal and energy transition, Policy makers and energy planners responsible for climate policy or sustainable development of energy markets, Managers and entrepreneurs responsible for / interested in launching new energy services and innovative, smart technologies into the energy markets
1. Introduction to innovative energy services (IES) in transitioning energy markets
1.1. Introduction
1.2. Electricity market – overview
1.2.1. Climate policy
1.2.2. Energy transition
1.2.3. Challenges in the supply side of the market
1.2.4. Smart grids
1.2.5. Description of innovative energy services
1.3. Summary: SWOT analysis of the current energy markets
2. Consumers’ roles and opportunities in the energy market
2.1. Introduction
2.2. Active role of the consumers in the energy market: descriptions of the opportunities
2.2.1. Demand side management and demand response tools
2.2.2. Dynamic electricity tariffs
2.2.3. Smart metering and smart metering information systems
2.2.4. Small-scale green energy production
2.2.5. Green electricity tariffs and programs
2.2.6. Others
2.3. Summary: Current macro- and microeconomic data of IES markets
3. Theoretical background of innovation diffusion in the context of energy market
3.1. Introduction
3.2. The process and determinants of innovation diffusion
3.3. Models and theories
3.3.1. Model of diffusion of innovations
3.3.2. Technology acceptance model
3.4. Summary: Insights to the IES diffusion based on the theories
4. Individual behavioral theories
4.1. Introduction
4.2. Theory of planned behavior
4.3. Model of self-regulated behavioral change
4.4. Others
4.5. Intention-behavior gap phenomenon
4.6. Summary: What do the social sciences tell us about diffusion of IES?
5. Consumer acceptance and engagement of IES:practical experience and findings
5.1. Introduction
5.2. Pilot programs (case studies)
5.2.1. Demand side management and demand response tools
5.2.2. Dynamic electricity tariffs
5.2.3. Smart meters and smart metering information systems
5.2.4. Other enabling technologies
5.2.5. Green electricity tariffs and programs
5.2.6. Small-scale green energy production (e.g. photovoltaics)
5.3. Field experiments
5.3.1. Consumers’ preferences and behaviors
5.3.2. Willingness to pay (WTP)
5.3.3. Energy efficiency among residential consumers (energy saving, monitoring of energy consumption)
5.4. Diffusion of IES in the simulation and modeling
5.4.1. Consumers’ adoption rates
5.4.2. Impact of social network, financial subsidies, advertisement and education
5.5. Summary: Antecedes of consumers’ engagement in the energy market
6. Behavioral strategies and marketing interventions: policy recommendations and practical advices
6.1. Introduction
6.2. Behavioral strategies: structural, antecedents and consequence interventions
6.3. Marketing mix in the IES context
6.3.1. Market segmentation
6.3.2. Price, product, promotion and place
6.4. Policy recommendations
6.5. Summary: how to convince residential consumers to IES?
7. Bibliography
8. Glossary
1.1. Introduction
1.2. Electricity market – overview
1.2.1. Climate policy
1.2.2. Energy transition
1.2.3. Challenges in the supply side of the market
1.2.4. Smart grids
1.2.5. Description of innovative energy services
1.3. Summary: SWOT analysis of the current energy markets
2. Consumers’ roles and opportunities in the energy market
2.1. Introduction
2.2. Active role of the consumers in the energy market: descriptions of the opportunities
2.2.1. Demand side management and demand response tools
2.2.2. Dynamic electricity tariffs
2.2.3. Smart metering and smart metering information systems
2.2.4. Small-scale green energy production
2.2.5. Green electricity tariffs and programs
2.2.6. Others
2.3. Summary: Current macro- and microeconomic data of IES markets
3. Theoretical background of innovation diffusion in the context of energy market
3.1. Introduction
3.2. The process and determinants of innovation diffusion
3.3. Models and theories
3.3.1. Model of diffusion of innovations
3.3.2. Technology acceptance model
3.4. Summary: Insights to the IES diffusion based on the theories
4. Individual behavioral theories
4.1. Introduction
4.2. Theory of planned behavior
4.3. Model of self-regulated behavioral change
4.4. Others
4.5. Intention-behavior gap phenomenon
4.6. Summary: What do the social sciences tell us about diffusion of IES?
5. Consumer acceptance and engagement of IES:practical experience and findings
5.1. Introduction
5.2. Pilot programs (case studies)
5.2.1. Demand side management and demand response tools
5.2.2. Dynamic electricity tariffs
5.2.3. Smart meters and smart metering information systems
5.2.4. Other enabling technologies
5.2.5. Green electricity tariffs and programs
5.2.6. Small-scale green energy production (e.g. photovoltaics)
5.3. Field experiments
5.3.1. Consumers’ preferences and behaviors
5.3.2. Willingness to pay (WTP)
5.3.3. Energy efficiency among residential consumers (energy saving, monitoring of energy consumption)
5.4. Diffusion of IES in the simulation and modeling
5.4.1. Consumers’ adoption rates
5.4.2. Impact of social network, financial subsidies, advertisement and education
5.5. Summary: Antecedes of consumers’ engagement in the energy market
6. Behavioral strategies and marketing interventions: policy recommendations and practical advices
6.1. Introduction
6.2. Behavioral strategies: structural, antecedents and consequence interventions
6.3. Marketing mix in the IES context
6.3.1. Market segmentation
6.3.2. Price, product, promotion and place
6.4. Policy recommendations
6.5. Summary: how to convince residential consumers to IES?
7. Bibliography
8. Glossary
- Edition: 1
- Published: August 25, 2023
- No. of pages (Paperback): 244
- Imprint: Academic Press
- Language: English
- Paperback ISBN: 9780128228821
- eBook ISBN: 9780128228838
AK
Anna Kowalska-Pyzalska
Anna Kowalska-Pyzalska is Associate Professor at the Department of Operations Research and Business Intelligence, Faculty of Management, Wroclaw University of Science and Technology, Poland. With an M.Sc. in Management (2001), a Ph.D. in Electrical Power Systems (2006) and four years spent in the power industry (2006-2010), she possesses unique expertise on the interface of energy markets and economics. Her most recent research interests include modelling innovation diffusion, exploring adoption of innovative goods and services in the energy market (e.g., dynamic electricity tariffs, smart metering information systems) and investigating social acceptance of these goods and services. She has published in top tier journals (most notably in Energy Policy, Renewable and Sustainable Energy Reviews, Energies and Sustainability) and is an ad-hoc reviewer for a number of JCR listed journals. She was an Investigator on national and EU funded projects and currently is the Principal Investigator on two NCN (National Science Centre, Poland) OPUS grants.
Affiliations and expertise
Associate Professor, Department of Operations Research, and Business Intelligence, Faculty of Management, Wroclaw University of Science and Technology, PolandRead Diffusion of Innovative Energy Services on ScienceDirect