Exploring perceived control in domestic electricity demand-side response

Abstract

Research into consumer acceptance of domestic electricity demand-side response (DSR) highlights loss of personal control as a key concern. This UK focus group study explored people's perceived control in relation to home energy use and DSR. Three DSR offerings were discussed: fixed and dynamic time of use (TOU) pricing and direct load control. Participants' main motivations for control were costs, comfort, time/flexibility and autonomy. The majority viewed a fixed TOU tariff as increasing personal control, particularly over costs. Dynamic TOU pricing divided opinion, with some perceiving more control over costs, while others were concerned about ease of use, requirement for automation, predictability and flexibility. Almost everyone saw direct load control as reducing their control, although some framed this only in terms of control over appliances, while others were concerned about their overall autonomy. Implications for future research and the design, targeting and communication of DSR products are discussed.