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Cost-reflective electricity pricing: Consumer preferences and perceptions

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  • Hall, Nina L.
  • Jeanneret, Talia D.
  • Rai, Alan

Abstract

In Australia, residential electricity peak demand has risen steeply in recent decades, leading to higher prices as new infrastructure was needed to satisfy demand. One way of limiting further infrastructure-induced retail price rises is via ‘cost-reflective’ electricity network pricing that incentivises users to shift their demand to non-peak periods. Empowering consumers with knowledge of their energy usage is critical to maximise the potential benefits of cost-reflective pricing. This research consulted residential electricity consumers in three Australian states on their perceptions and acceptance of two cost-reflective pricing scenarios (Time-of-Use and Peak Capacity pricing) and associated technologies to support such pricing (smart meters, in-home displays and direct load control devices). An energy economist presented information to focus groups on the merits and limitations of each scenario, and participants’ views were captured. Almost half of the 53 participants were agreeable to Time-of-Use pricing, but did not have a clear preference for Peak Capacity pricing, where the price was based on the daily maximum demand. Participants recommended further information to both understand and justify the potential benefits, and for technologies to be introduced to enhance the pricing options. The results have implications for utilities and providers who seek to reduce peak demand.

Suggested Citation

  • Hall, Nina L. & Jeanneret, Talia D. & Rai, Alan, 2016. "Cost-reflective electricity pricing: Consumer preferences and perceptions," Energy Policy, Elsevier, vol. 95(C), pages 62-72.
    • Handle: RePEc:eee:enepol:v:95:y:2016:i:c:p:62-72
    DOI: 10.1016/j.enpol.2016.04.042
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    References listed on IDEAS

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    Cited by:

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    4. Swantje Sundt & Katrin Rehdanz & Jürgen Meyerhoff, 2020. "Consumers’ Willingness to Accept Time-of-Use Tariffs for Shifting Electricity Demand," Energies, MDPI, vol. 13(8), pages 1-17, April.
    5. Christine Milchram & Geerten Van de Kaa & Neelke Doorn & Rolf Künneke, 2018. "Moral Values as Factors for Social Acceptance of Smart Grid Technologies," Sustainability, MDPI, vol. 10(8), pages 1-23, August.
    6. Nikolaos Iliopoulos & Motoharu Onuki & Miguel Esteban, 2021. "Shedding Light on the Factors That Influence Residential Demand Response in Japan," Energies, MDPI, vol. 14(10), pages 1-23, May.
    7. Srivastava, A. & Van Passel, S. & Valkering, P. & Laes, E.J.W., 2021. "Power outages and bill savings: A choice experiment on residential demand response acceptability in Delhi," Renewable and Sustainable Energy Reviews, Elsevier, vol. 143(C).
    8. Swantje Sundt, 2021. "Influence of Attitudes on Willingness to Choose Time-of-Use Electricity Tariffs in Germany. Evidence from Factor Analysis," Energies, MDPI, vol. 14(17), pages 1-20, August.
    9. Milchram, Christine & Hillerbrand, Rafaela & van de Kaa, Geerten & Doorn, Neelke & Künneke, Rolf, 2018. "Energy Justice and Smart Grid Systems: Evidence from the Netherlands and the United Kingdom," Applied Energy, Elsevier, vol. 229(C), pages 1244-1259.
    10. Passey, Robert & Haghdadi, Navid & Bruce, Anna & MacGill, Iain, 2017. "Designing more cost reflective electricity network tariffs with demand charges," Energy Policy, Elsevier, vol. 109(C), pages 642-649.
    11. Srivastava, Aman & Van Passel, Steven & Kessels, Roselinde & Valkering, Pieter & Laes, Erik, 2020. "Reducing winter peaks in electricity consumption: A choice experiment to structure demand response programs," Energy Policy, Elsevier, vol. 137(C).
    12. Langbroek, Joram H.M. & Franklin, Joel P. & Susilo, Yusak O., 2017. "When do you charge your electric vehicle? A stated adaptation approach," Energy Policy, Elsevier, vol. 108(C), pages 565-573.
    13. Lim, Keumju & Lee, Jongsu & Lee, Hyunjoo, 2021. "Implementing automated residential demand response in South Korea: Consumer preferences and market potential," Utilities Policy, Elsevier, vol. 70(C).
    14. Dana Abi Ghanem & Tracey Crosbie, 2021. "The Transition to Clean Energy: Are People Living in Island Communities Ready for Smart Grids and Demand Response?," Energies, MDPI, vol. 14(19), pages 1-26, September.
    15. Layer, Patrick & Feurer, Sven & Jochem, Patrick, 2017. "Perceived price complexity of dynamic energy tariffs: An investigation of antecedents and consequences," Energy Policy, Elsevier, vol. 106(C), pages 244-254.
    16. Tayal, Dev & Evers, Uwana, 2018. "Consumer preferences and electricity pricing reform in Western Australia," Utilities Policy, Elsevier, vol. 54(C), pages 115-124.
    17. Parrish, Bryony & Heptonstall, Phil & Gross, Rob & Sovacool, Benjamin K., 2020. "A systematic review of motivations, enablers and barriers for consumer engagement with residential demand response," Energy Policy, Elsevier, vol. 138(C).
    18. Michael Maphosa, 2018. "The User Pays's Principle and the Electricity Sector: A South African Case," Journal of Economics and Behavioral Studies, AMH International, vol. 10(5), pages 51-58.
    19. Nikolas Schöne & Kathrin Greilmeier & Boris Heinz, 2022. "Survey-Based Assessment of the Preferences in Residential Demand Response on the Island of Mayotte," Energies, MDPI, vol. 15(4), pages 1-30, February.
    20. Bastida, Leire & Cohen, Jed J. & Kollmann, Andrea & Moya, Ana & Reichl, Johannes, 2019. "Exploring the role of ICT on household behavioural energy efficiency to mitigate global warming," Renewable and Sustainable Energy Reviews, Elsevier, vol. 103(C), pages 455-462.
    21. Hortay, Olivér & Kökény, László, 2020. "A villamosenergia-fogyasztás elhalasztásával kapcsolatos lakossági attitűd felmérése Magyarországon [A survey of popular attitudes to deferment of electricity consumption in Hungary]," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(7), pages 657-687.
    22. Sarran, Lucile & Gunay, H. Burak & O'Brien, William & Hviid, Christian A. & Rode, Carsten, 2021. "A data-driven study of thermostat overrides during demand response events," Energy Policy, Elsevier, vol. 153(C).

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