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Matching consumer segments to innovative utility business models

Author

Listed:
  • Stephen Hall

    (University of Leeds)

  • Jillian Anable

    (University of Leeds)

  • Jeffrey Hardy

    (Imperial College London)

  • Mark Workman

    (Imperial College London)

  • Christoph Mazur

    (Imperial College London)

  • Yvonne Matthews

Abstract

Energy as a service, smart home opportunities and electrification of heat and transport can lead to new ways of switching supplier or choosing new energy contracts. Here, we used business model collaboration workshops to create archetypes of new utility business models, which were then tested with a representative sample of British energy consumers to explore their attractiveness to different segments of society. We show that some of these segments have a substantial appetite for new business models. However, the segments that choose these models are more likely to be affluent, educated homeowners. Without intervention, innovation in utility business models risks exacerbating existing social inequalities, as lower incomes, lower home ownership and low education result in lower preferences for, or no ability to engage with, new utility business models. We also find that institutional trust beyond the energy sector is a key driver of consumer segmentation.

Suggested Citation

  • Stephen Hall & Jillian Anable & Jeffrey Hardy & Mark Workman & Christoph Mazur & Yvonne Matthews, 2021. "Matching consumer segments to innovative utility business models," Nature Energy, Nature, vol. 6(4), pages 349-361, April.
    • Handle: RePEc:nat:natene:v:6:y:2021:i:4:d:10.1038_s41560-021-00781-1
    DOI: 10.1038/s41560-021-00781-1
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    Cited by:

    1. Laurence L. Delina & Rainbow Yi Hung Lam & Wing Shun Tang & Ka Ying Wong, 2023. "Mapping the actor landscape of a future fintech-funded renewable energy ecosystem in Hong Kong," Journal of Environmental Studies and Sciences, Springer;Association of Environmental Studies and Sciences, vol. 13(3), pages 419-427, September.
    2. Zhou, Yuekuan & Lund, Peter D., 2023. "Peer-to-peer energy sharing and trading of renewable energy in smart communities ─ trading pricing models, decision-making and agent-based collaboration," Renewable Energy, Elsevier, vol. 207(C), pages 177-193.
    3. Trotter, Philipp A. & Brophy, Aoife, 2022. "Policy mixes for business model innovation: The case of off-grid energy for sustainable development in sub-Saharan Africa," Research Policy, Elsevier, vol. 51(6).
    4. Hampton, Harrison & Foley, Aoife M. & Del Rio, Dylan Furszyfer & Sovacool, Benjamin, 2022. "Developing future retail electricity markets with a customer-centric focus," Energy Policy, Elsevier, vol. 168(C).
    5. Zhang, Jianhua & Ballas, Dimitris & Liu, Xiaolong, 2023. "Neighbourhood-level spatial determinants of residential solar photovoltaic adoption in the Netherlands," Renewable Energy, Elsevier, vol. 206(C), pages 1239-1248.

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