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Nudging grid-friendly electric vehicle charging: Different shades of social framing and the power of individual factors

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  • Zatsarnaja, Junianna
  • Reiter, Katharina
  • Mohnen, Alwine
  • Nordfjærn, Trond

Abstract

The uptake of electric vehicles (EVs) poses new challenges to the electricity grid, as charging during peak demand hours leads to grid congestion, higher costs, and greater reliance on non-renewable energy sources. Grid-friendly EV charging strategies that encourage off-peak or renewable-abundant charging are essential for a sustainable transition. This study assesses the effect of nudging interventions – social framing with or without social transparency of own behavior and with donation-based gamification – on EV drivers' willingness to charge during grid-friendly times. The online vignette experiment conducted with 1178 EV drivers in Norway reveals that social framing, whether combined with social transparency of individual contributions or with donation-based gamification, fails to increase the likelihood of grid-friendly charging. In fact, donation-based gamification reduces the willingness to charge in a grid-friendly manner compared to the other two social framing interventions. Moreover, higher flexibility in daily routines, as well as individual characteristics such as being female and holding stronger moral values, are positively associated with grid-friendly charging. These findings provide insights into factors that are related to grid-conscious charging behavior, contributing to power system stability, renewable energy integration, and a successful transition to sustainable electric mobility.

Suggested Citation

  • Zatsarnaja, Junianna & Reiter, Katharina & Mohnen, Alwine & Nordfjærn, Trond, 2026. "Nudging grid-friendly electric vehicle charging: Different shades of social framing and the power of individual factors," Ecological Economics, Elsevier, vol. 240(C).
    • Handle: RePEc:eee:ecolec:v:240:y:2026:i:c:s0921800925002885
    DOI: 10.1016/j.ecolecon.2025.108805
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